Carbonated Soft Drinks (CSD) category had witnessed negative growth since Q1’16 and Cola segment experienced the lowest growth rate. This market slowdown was mainly due to declining relevance and excitement among consumers. Pepsi too experienced this de-growth and hence in 2017, the key goal was building back Relevance.
To deliver these objectives, we decided to own the most relevant youth passion point i.e. Music. Pepsi co-created a catchy ‘Music Moments’ video and spread it across TOP digital music channels in Vietnam. We also got KOLs and leading Social influencers to create and share their own Music Moment videos on social. With Karaoke being a trendy pass time, we further introduced the Pepsi karaoke app allowing users to sing duet with their idols in their favourite music genres to engage and enable them to celebrate their real lives moment with music.
Post the campaign, Pepsi topped the social buzz charts in July’17, with nearly 100,000 contestants participating with Karaoke Idol challenge. With music moment and life-event targeting, Pepsi increased +6pts TOM, and MUSIC ASSOCIATION increased +7pts. Especially the main attribute of brand relevance rose considerably at +4pts higher of brand love and refreshing versus YAGO.