A magic moment for Pepsi MAX...
The global campaign for Pepsi, "Live for Now," was already underway in the US, backed by big budgets and Beyonce, but our core consumer in the UK was interested In warehouse parties, house music, and football. Not only would we need to create a future platform to resonate with our Gen Z male consumers, but we would have to create enormous conversations about our sugar-free variant.
Idea
What better way to bring to life Pepsi MAX's proposition of Max Taste with no sugar than magic? Enter Dynamo. Dynamo was made famous in the UK by his jaw-dropping stunts of walking across the Thames and his ability to put iPhones into bottles magically. Furthermore, he has built a tight-knit community of fans as he always reveals his secrets a few weeks after his stunts.
The idea was for Dynamo to levitate above a bus, which came with its apparent challenges and a few more. Not only did we need to coordinate our efforts with the department of transportation and safety (ensuring that no one would try to catch bus 543), live stream Dynamo's footage while capturing content for the brand for amplification, and last but not least, make sure Pepsi MAX got credit for the stunt and connected it back to the proposition through promoted tweets and local press, and rallying behind an organic conversation as the action was shared/witnessed in real-time.
In addition to the stunt, Pepsi MAX carried images of Dynamo on-pack with hundreds of opportunities to win prizes. Blippar activated content revealing more exclusive content/illusions from Dynamo. The stunt would also be the springboard for Pepsi MAX's unique brand platform - "Unbelievable."
The result?
"This is one of the most exciting things I've ever attempted. My partnership with Pepsi MAX is all about living for now, and nothing explains this better than taking one of London's most iconic modes of transport and putting a different spin on the journey. The reaction of the public as I was traveling was incredible, and it was great to see so many people taking in the excitement." - Dynamo.
The global campaign for Pepsi, "Live for Now," was already underway in the US, backed by big budgets and Beyonce, but our core consumer in the UK was interested In warehouse parties, house music, and football. Not only would we need to create a future platform to resonate with our Gen Z male consumers, but we would have to create enormous conversations about our sugar-free variant.
Idea
What better way to bring to life Pepsi MAX's proposition of Max Taste with no sugar than magic? Enter Dynamo. Dynamo was made famous in the UK by his jaw-dropping stunts of walking across the Thames and his ability to put iPhones into bottles magically. Furthermore, he has built a tight-knit community of fans as he always reveals his secrets a few weeks after his stunts.
The idea was for Dynamo to levitate above a bus, which came with its apparent challenges and a few more. Not only did we need to coordinate our efforts with the department of transportation and safety (ensuring that no one would try to catch bus 543), live stream Dynamo's footage while capturing content for the brand for amplification, and last but not least, make sure Pepsi MAX got credit for the stunt and connected it back to the proposition through promoted tweets and local press, and rallying behind an organic conversation as the action was shared/witnessed in real-time.
In addition to the stunt, Pepsi MAX carried images of Dynamo on-pack with hundreds of opportunities to win prizes. Blippar activated content revealing more exclusive content/illusions from Dynamo. The stunt would also be the springboard for Pepsi MAX's unique brand platform - "Unbelievable."
The result?
- 3M Youtube View, Organic Trending on Twitter
- A magical partnership with Dyanmo and a bridge between "Live For Now" and Pepsi MAX's unique brand positioning "Unbelievable" to convey its proposition, MAX taste with no sugar.
"This is one of the most exciting things I've ever attempted. My partnership with Pepsi MAX is all about living for now, and nothing explains this better than taking one of London's most iconic modes of transport and putting a different spin on the journey. The reaction of the public as I was traveling was incredible, and it was great to see so many people taking in the excitement." - Dynamo.
Press Coverage:
The Drum; Campaign
Credits: Janna Reddig - Associate Director of Comms Planning, Nikita Jivykh - Comms Planning Manager, Harry Darlington - Comms Planner, Nate Norrish - Digital Media Director. Kathy McCallister, Aman Matharu, Sebastian Micozzi (PepsiCo Clients). Addtl contributors: Britvic, Arnold KLP, Blippar, The Magic Circle: Dynamo.
Symbiotic Strategies LLC
janna@symbiotic-strategies.com
janna@symbiotic-strategies.com
Santa Monica, CA 90403