ADVERTISING CAMPAIGNS OF PEPSI

PRESENTED BY : VAIBHAV MISHRA (176) AVISEKH NAG (131) SHOAIB KHAN (140) ROHIT RANJAN (153)

About PepsiCo
PepsiCo is a world leader in convenience foods and beverages. Its world renowned brands are available in nearly 200 countries and territories. PepsiCo entered India in 1989 and has grown to become the countrys largest selling food and beverage companies.

PepsiCos Profile
India Headquarters : Gurgaon. Revenues in 2007 is more than $39 billion.

37 bottling plants in India, of which 16 are company owned and 21 are franchisee owned. PepsiCos Frito Lay snack division has 3 state of the art plants.

 It has more than 185,000 employees across the world.

In India, PepsiCo provides direct employment to 4,000 people and indirect employment to 60,000 people including suppliers and distributors. CEO : Mr.Sanjeev Chadha.

Brand Image of Pepsi

Pepsi is a brand that every youngster relates to.
But this definitely doesnt mean that other age groups are not its users. Thus Pepsis brand image is its hip, cool, lively and refreshing attitude.

Products

Advertising Strategy of Pepsi

Pepsis target audience are mostly teens and young adults and their advertising reflects this in every possible way. The company changes its advertising strategy and image to reflect the target's interests. Pepsi makes sure that the advertisements reflect to the target audiences interests and nostalgia.

CONTD
The advertising strategy includes cool, hip promos to attract more of the target audience. The advertising is mostly creative and has different elements like music and sports other than bollywood. Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing applications etc..

Some of Pepsis successful Campaigns

Yahi hai right choice baby campaign

 The advertising campaign was created for Pepsi by BBD&O, a major New York advertising agency in 1990.
It is the Indian version of the famous Pepsis slogan YOU GOT DE RIGHT ONE ,BABY ,UH HUH which was used in U.S.

 The TV commercial was directed by Mukul Anand , and actress was Juhi Chawla while its sequel saw actor Aamir Khan and Aishwariya Rai , and a model. No sports personal was signed for this ad campaign.

Yeh Dil maange more

Yeh dil maange more campaign

The slogan was coined by anuja chauhan (former v.p.) of JWT in 1998. Objective of this campaign was to establish Pepsi as a strong brand with Indian youth.

Contd.
The ads featured prominent sports personalities and film stars. Became slogan of the nation as it was even used by Capt. Vikram batra , an officer of the Indian army. Became synonym of the Pepsi brand .

Bubbly Campaign

 Objective was to bring back the magic of cola and re-establish a thirst for Pepsi. MindShare created a catchy consumer one-liner: Oye Bubbly and needed to ensure that it was all-pervasive, irreverent and youthful.

 The ad campaign was created by Anuja Chauhan of JWT India in 2005.

90% of respondents claimed to have seen the ad in the first four days of activity. Oye Bubbly music album sold over 60,000 copies.

 1m page views and participation by over 100,000 on Yahoo! Consumption after the first week went up by 25%. Total of 1.09 million monofonic OYE BUBBLY ringtones were downloaded.

Youngistan Campaign
Yeh hai Youngistaan Meri Jaan

Youngistan T.V advertisement

About Youngistan
This campaign has two new celebrities Ranbir Kapoor and Deepika Padukone , to accompany brand ambassador Shah Rukh Khan. This time we wanted an all-encompassing theme. Youngistan reflects the mood of Indias youth, which is today keen to take the ropes and drive India, says Punita Lal, executive director, marketing, PepsiCo.

Advertising Agency for Youngistan

JWT ( J. Walter Thompson), ranks as the largest advertising agency brand in the U.S. and as the fourth-largest full service network in the world. It was the first agency to be associated with anthropology and the study of consumer behavior.

Segmenting pattern
Demographics: The Campaign targets teens and
young adults of metros and phase II cities. Psychographics: The campaign attempts to capture the youth of today by focusing on their personality,lifestyle and attitude of youth through the advertisement.

Targeting Strategy
The Youngistaan Campaign uses undifferentiated targeting strategy to reach out to its target audience. That is it launched youngistaan campaign for all the target audience in the same way.

Positioning
The campaign positioning is done on the basis of user approach . For this campaign Pepsi used the three most popular celebrities of the last year i.e Shahrukh Khan, Ranbir Kapoor, Deepika Padukone

Placement of the Campaign

The campaign was first launched on T.V during the tri-series matches in February 2008. The campaign is launched with a 360-degree activation across radio, outdoor, modern trade, Web and wireless platforms.

 Pepsi has launched a website for Youngistan inside the Pepsi Cool Zone and is planning to make it a responsive peer group site where youngsters can visit and make comments on any topic. Pepsi Youngistan is also sponsoring Wassup Youngistan on MTV, a show where youth can voice their thoughts.

Competitors for pepsi.

Contd
Competition for Pepsi has always come from its arch rival Coca-Cola. Coke kept up with Pepsis Youngistan by launching a campaign Jashn Mana le staring Hrithik Roshan.

Conclusions
Pepsi ad campaigns always kept up to time and sentiments of the people except in one campaign. Campaigns were basically focused on youth and likings of the people. Brand ambassadors are always signed according to the need of ad campaign.