Pepsi: Pepsi Challenge

Credits & Description:

Category: Beverage
Media: TV, Point of Sale (POS)
Agency: BBDO Argentina
Client: Pepsico de Argentina
Brand: Pepsi
Company: BBDO Argentina, Vicente Lopez, Buenos Aires
Target: Argentina · Latin America
DGC: Ramiro Rodriguez Cohen, BBDO Argentina
Creative Director: Joaquin Campins, BBDO Argentina
Creative Director: Roberto Espino, BBDO Argentina
Art Director: Bruno Barbosa, BBDO Argentina
Copy writter: Patricio Kodalle, BBDO Argentina
Account Director: Daniel Albamonte, BBDO Argentina
Account Executive: Candelaria Zavalía / Fernanda Presas / Pía Moronta., BBDO Argentina
Head of Digital: Juan Korman, BBDO Argentina
Media innovation Director: Silvina Kassardjian, BBDO Argentina
Audio Visual Director: Veronica Zeta, BBDO Argentina
Producer: Rodrigo Lema, BBDO Argentina
Director Producer: Rai Ricci/Jony Perei, NUNCHAKU
Advertiser Producer: Gonzalo Lemos, Pepsico de Argentina
Advertiser Supervisor: Joaquín Anderson Martín Watson Marianela Frick Alfredo Della Savia, Pepsco de Argentina
Features: Pages, Desktop News Feed, Mobile News Feed, Custom Audiences, Video Ads
Language: Spanish
Objectives: Awareness, Preference, Intent, Online Traffic, Offline Traffic
Tags: Beverage, Latin America, Spanish, Pages, Desktop News Feed, Mobile News Feed, custom audiences, Video Ads, Awareness, Preference, Intent, Online Traffic, Offline Traffic, TV, Point Of Sale (POS)  
Campaign Description
During 2015, Pepsi launched the global campaign "Pepsi Challenge" which main objective was to challenge consumers to break the routine or the status quo (drink Coke, for example). In Argentina we decided to give it a local twist.
We started based on an insight: there are things you don’t dare to do, unless a friend challenges you by saying
"I ́ll do it if you do it”.
Pepsi encouraged people aligned with the message "If you do it, Pepsi will do it too," and challenged consumers, through its social media channels, to break the routine promising that if they met the challenge,
the brand would also, including both employees and its product.
Campaign Goals
The Pepsi Challenge campaign was aimed at Millennials which are heavy social media users and love brand who are authentic. Therefore we centralized the communication in Pepsi’s Fanpage to launch each of the challenges, asking fans to post photos in response to each new challenge.
Once the fans met the challenge Pepsi will do it too, but with a small twist.
Campaign Performance
We successfully got thousands of people to break the routine and remarkably even after the campaign ended the fans kept asking for new challenges.
Campaign recall: +81% (Country average 71%)
Impact enjoyment: +58% (Country average 53%)
Impact branding: +82% (Country average 68%)