Adriana nestoriuc pepsi

transcript

ROMANIAPepsi

2014New Occasion Packs launching campaign

21th May , Bucharest

COLAS CATEGORY/ SWITCHERS DYAGNOSE

PEPSI MARKETING CHALLENGE

•Romania has a leading per capita consumption on CSDs and Colas across Eastern Europe Region, reaching an 80% of LRBexW consumption. Also average Romanian consumer drinks highest PC volume of Pepsi TM within EER.

•Pepsi has a very strong local relevance, having been considered social currency in the past. First cola category product to enter the Romanian boarders. Still high dependency on 2 packs : 0,5L and 2.5L.

•75% of the market is represented by switchers and repertoires, loyalty to brands being very low.

•The category prices are higher than in most countries and pressured by low affordability.

ROMANIA – Unique Opportunity for Pepsi to capture share from Switchers (80% of heavy cola users)

KEY MESSAGE

MORE for ME along the DAY

1,25L 1,75L 2,25L 2 x 2,25L 2,75L

TO FEEL ALIVE

MORE for ME & YOU

TO FEEL INLOVE

MORE TASTY MOMENTS AT

HOMEWE

TO BELONG

MORE FRIENDS

TO HAVE FUN

My time out

Couples Time

1.5L Couples Time/ Family Time

Lunch& Dinner

2.5L AS IS

2L / 2x2L

Competition

OCCASION MARKETING PLATFORM 2014Reset and launch New PEPSI Pack Line-up as CONCEPTUALIZED RANGE New Pepsi + 250 ML extra on pack specific communication

New PEP

SHOPPER DTS, ON THE GO

OT & DTS, MED

SHOPPER2,25L – DTS Med

Shopper, 2x2,25L OT Med Shopper

DTS, HEAVY SHOPPER

DISRUPTIVE ENGAGEMENT

TARGETING KEY TOUCHPOINTS

One Campaign – Umbrella execution

(12 months tracking)

Brand EquityTide in

LFN Positioning

Full Range

Availability

Signature(Unified

Look & Feel)

(Perceived)

ParityOT

TailormadesAccount Specific

Expand

Warm Shelf

Differentiate in Coolers

Instore

DisruptivePOSM

360CommsONE PLATFORM/ KEY OCASSIONS

2014 New PEPSI Pack Line-up RIGHT ActivationMust Haves – The 10 Commandments for Success

+250 ml M RE. N W!

INTEGRATED COMMS BRIEF

360 execution

1. WHY:

CHALLENGE: CHANGE THE STANDARD IN THE COLA CATEGORY.

PREMISES: •Current Pepsi SKUs don’t cover all the opportunities in terms of demand moments across a day.•The need for a stronger “Value for me” in order to differentiate.•The opportunity to support the LIVE FOR NOW statement, a desire for MORE of everything right NOW, both in terms of brand & package.

BIG IDEAWith the new Pepsi +250ml variety, I am ON PLUS (in advantage) in my everyday key moments…

Because I am part of my Gang…The Pepsi Gang!

CREATIVE CONCEPT

Headline : Acum sunt pe plus.

Semnatura campaniei:Cu noile sticle + 250ml.

Mai mult pentru

amandoiNOI DOI

Mai mult pentru

petrecereNOI

KVs addressing distinctive demand spaces throughout the day

1,25L ME MOMENT

EBT:NOW I HAVE A PLUS.The new bottles +250ML

1,75LUS MOMENT

2,25LFAMILY MOMENT

2,75LPARTY MOMENT

4x 30” TVCs

2x Finished Films test

Communication ResponseBranded EngagementWill the ad

connect with the consumer and leave a branded

impression?

Does the ad effect brand associations in the right

Do the brand associations make it more desirable at key decision moments?

Method

• Quantitative • Link measurement + facial coding• N=150• Media target

Key Msg A

Copy Testing Dashboard

COMMUNICATION

RESPONSE

BRANDED CUT-THROUGH

TOTALSPONTANEOUS

Average

Weak Strong

Average

Weak Strong

Average

Weak Strong

83+0-16 17-32 33-49 67-8250-66CUT THROUGH, COMMUNICATION & RESPONSE: PERCENTILES VERSUS COUNTRY DATABASE NOTE: US percentiles are based on top box measures. All other countries are mean scores.

OVERALL ASSESSMENT

NOTE: STSL is a raw percentage, Average percentile

SAMPLE DEFINITION: N =

OBJECTIVE:

COMMUNICATION OBJECTIVE:KEY MSG A:

COMMUNICATIONSHORT TERMSALES LIKELIHOOD

KEY FINDINGS

Awareness IndexBranding

Enjoyment

Engagement

Adjusted Persuasion

New News

Relevance

Credibility

Differentiation

Appeal

Percentile

75Norm: 55%

Very Strong

Pepsi - Romania2.25 Friends GatheringFinished film

February, 2014

ESTABLISHED/ LARGEBRAND

Win on Colas category by succeeding a smooth conversion of the switchers segment in a declining market and an insecure economical context

With the new Pepsi SKU's with extra 250 ml, now I am on +

Percentile

95945970

Strong

Percentile

Weak• The overall assessment of Friends gathering lays into the ideal scenario: both

short term sales likelihood and communication are strong.

• The high potential to cut through comes from the ad’s ability to involve consumers into the story of the ad, while at the same time associating the communication to Pepsi.

• The main message is well conveyed and drinkers see a plus in the extra quantity offer.

• Given the overall evaluation of the ad, the recommendation is “Progress to air”

Strong

Key Msg A

Copy Testing Dashboard

COMMUNICATION

RESPONSE

BRANDED CUT-THROUGH

TOTALSPONTANEOUS

Average

Weak Strong

Average

Weak Strong

Average

Weak Strong

83+0-16 17-32 33-49 67-8250-66CUT THROUGH, COMMUNICATION & RESPONSE: PERCENTILES VERSUS COUNTRY DATABASE NOTE: US percentiles are based on top box measures. All other countries are mean scores.

OVERALL ASSESSMENT

NOTE: STSL is a raw percentage, Average percentile

SAMPLE DEFINITION: N =

OBJECTIVE:

COMMUNICATION OBJECTIVE:KEY MSG A:

COMMUNICATIONSHORT TERMSALES LIKELIHOOD

KEY FINDINGS

Awareness IndexBranding

Enjoyment

Engagement

Adjusted Persuasion

New News

Relevance

Credibility

Differentiation

Appeal

Percentile

50Norm: 55%

Above Average

Pepsi - Romania2.75 PartyFinished film

February, 2014

ESTABLISHED/ LARGEBRAND

Win on Colas category by succeeding a smooth conversion of the switchers segment in a declining market and an insecure economical context

With the new Pepsi SKU's with extra 250 ml, now I am on +

StrongPercentile

Average

Percentile

• The ad “Party” has a good potential to generate short term sales. This comes mainly from the ad’s high potential to generate branded memorability. Consumers like seeing the ad, get involved emotionally and moreover remember that it is for Pepsi.

• The message “With the new Pepsi SKU's with extra 250 ml, now I am on +” is delivered averagely. The good news is that consumers mention spontaneously the extra quantity to a high extent. Remembering the extra 250 ml is visible by the high perception of novelty too.

• Considering the overall evaluation of this ad, the recommendation is “Progress to air”

Extend the reach of the commercials by using Shazam as a “second screen” companion

Using Shazam Technology on all 4 TV commercials we give our young target the opportunity to listen and download on their mobiles the full version of the TV soundtrack “Esti pe plus” composed by Marius Moga - the famous Romanian

producer.

1st Shazam media integrated project for TV in Romania!

Online campaign to maximize the TV campaign for young target

Youtube views 1.75L – 531.474. It was the main focus TVC as it was launched in the second wave with the online media campaign.

Shazam tags – 2097 .Mixed Media plan to maximize Pepsi PE

+ TVCs reach within high affinitive touchpoints with the Shazam project and Youtube.

OOH / Transit

KV 1,25 L

KV 1,75 – v2

FULL RANGE LANDSCAPE

RANGE PORTRAIT

Execution

Tranzit Deco – Sides

PEPSI PE + 2014 Range

2,25L2x2,25L

PEPSI PE + 2014 Range

ROMANIA – New PEPSI 2014 Upgraded Line-up

0,5l 1,25l

2,5l 0,5l 1,25l

CAROLINE LOOK NEW GLOBAL DESIGN

In Store

2,75 “pe+” Full Range POSTERS

Poster New Pack Line 50x70

ShelfTalkerPoleSign StopperWobbler Ghid de Executie New Pack Line

(Brosura) Calendar Embosat

Poster New Pack Line 70x100

Poster Pepsi 2.75L 50x70

POSM Pepsi New Pack Line TT

51PepsiCo Confidential

Insula Stand cartonStand carton +Header DubluStand carton +Header Simplu

Temporary Tools TT

Coltar

Stopper

Wobbler

Calendar Embosat

PoleSign

Linner HP

Linner FP

Linner QP

Linner Client

POSM Pepsi New Pack Line OT

53PepsiCo Confidential

Insula Stand cartonStand carton +Header Simplu

Temporary Tools OT

Campaign MEDIA PLAN

PEPSI +250 ml Marketing Plan Q1/Q2 2014

JANUARY ‘14

FEBRUARY ’14

MARCH ‘14

APRIL’14

DECLARE1

ENGAGE

OOHTRANSIT

ON LINE

PRIN STORE

ACTIVATIONPOSM

PLACEMENTS

OUT STORE

2 POSMs/ DTS new guidline execution

DTS/OT new pack line placements

Hypermarkets activation (1.25l, 1.75L, 2x2.25L) /

POSM’s

OT - Easter special price

POSM’s (2x2.25L)

Soft transition

to new packs (DTS)

10th Jan

TVC 3200 GRPs 30” / Build fast reach in the first 2 weeks/Use customize TV planning for

each TVC

Viral videos

TRANSIT: Top 5 CITIES

OOH High Traffic location Top 10 CITIES – backlit campaign

Winning in all brand KPIS vs 2013 ( Brand I love + 3 pp, Daily Ritual : +2 pp)

FY 2013 Mar- April 2014

CONSUMPTION P4W Usage 40 41

Outcome EquitiesLove Brand I love 22 25

Daily Ritual Is good for everyday 15 17

Primary DriversSocial Lubricant

Is a drink that I have when I’m out with my friends 29 31

Food Accompaniment Are drinks that go well with food 27 28Worth/ Value Is worth what you pay for it 35 36

Lynchpin EquityGreat Taste Taste better than other brands 27 28

Refreshment Offers ultimate refreshment 19 20

AWARENESS KPI'sTOM 21 23

Spontaneous Awareness 78 84Any Media Awareness 62 62

Pepsi sale out on upward trend P3M, showing early potential for “pe+250ml”

Appeal to end consumers