Bangkok--1 Feb--Serm Suk
“PEPSI” REACHES OUT TO CONSUMERS AROUND THE WORLD IN A WAY NEVER BEEN DONE BEFORE THROUGH ITS NEW “LIFE IS FULL OF ENDLESS POSSIBILITIES” CAMPAIGN
Pepsi unleashes a new way to communicate with young consumers around the world in a new campaign called “Life is full of endless possibilities”. Aiming to inspire young generations to discover the spirit of youth, the campaign focuses on a consumer-centric and interactive strategy that will definitely capture the heart and soul of the young generation, contained in a constant dialogue through traditional and digital communication channels under 3 concepts — Learn More, Experience More and Taste More.
According to Mr.Charlie Jitcharoongphorn, Marketing Director of Pepsi-Cola (Thai) Trading Co., Ltd., “Pepsi continues to capture the hearts of consumers because we regularly conduct researches to know and understand their insight, so that we would be able to communicate our brand image to them even better. Our latest study indicates that most of our teenage consumers use a full range of media in searching for their true self-identity, as well as in expressing their individuality. Based on this finding, we came up with the idea of changing the way we connect with consumers around the world by focusing on a consumer-centric strategy through the latest campaign called “Life is full of endless possibilities”. Through this campaign, Pepsi will show consumers that life offers so many different paths, and that if we are confident enough to choose our own path then we can enjoy life to the fullest.”
“The latest Pepsi campaign will lead them on a journey of discovery in multiple dimensions: Learn More, as life gives us so many things to learn about; Experience More, because life offers a lot of new adventures for us to experience; and Taste More, which denotes the greatness of Pepsi taste that make our lives even more exciting.” said Mr.Charlie
Mr. Dhitivute Bulsook, Marketing Director of Serm Suk Public Company Limited, said, “With this campaign, we will reach out to young consumers in a way never been done before by letting them engage in a 3D communication activities that will change the paradigm for how Pepsi brand connects, communicates and relates to them.”
Pepsi will evolve the way of communicating with teenage consumers through these 3D marketing activities:
- ‘Life is Full of Endless Possibilities’ concept
Pepsi is changing its communicative strategy around the world in order to show how much the brand truly understands teenage consumers and to encourage them to discover their true self-identity. Pepsi will use its 3 newest TVC named “DJ”, “Travel” and “Destiny” which narrates 4 different situations in the same story on 4 separated screens, to communicate the idea that life offers many options for us to choose and enjoy.
- New consumer-insight-driven package graphics
Now, a package is not just a package anymore; it has become a medium that brings consumers even closer to the brand while, at the same time, telling us who we really are whenever we hold it in our hands. Pepsi has created new package designs that reflect themes close to the heart of teens and young adults. These are the first 4 new exciting package themes: “Digital Downloading” — reflecting self-expression through the world of digital media, “Global Travel” — embracing a world of discovery through the sense of adventure and today’s global youth, “Photo Booth” — featuring a collage of Pepsi Youth from around the world, and “DJ Culture” — illustrating the metamorphosis of the music phenomenon enjoyed mostly by today’s teenagers.
- Reach out to teenage consumers in a way never been done before
Pepsi will reach target consumers through a variety of media that connects teenagers with the brand, including a new TVC, a full-scale of outdoor media comprising a series of billboard Ads and BTS Ads, as well as the opening of “Pepsi Square” at Center Point Siam Square and various teenage hangout places as a place that features ringtone and wallpaper downloading services via Bluetooth technology.
An evolving digital platform in www.pepsithai.com will allow a continuing conversation between Pepsi and consumers in which Pepsi prepares lots of fun stuffs waiting for teenage consumers to enjoy. For instance, consumers can share their thought and creativity with others around the globe by trying their hands on designing Pepsi’s packaging or even uploading their pictures on the website to create a personal “Photo Booth” can collection. Ringtone and wallpaper downloading services are also provided on the website.
Mr. Dhitivute further added that “We will be conducting even more exciting activities and bring hot celebrities to add more fun for our consumers, starting with the “Learn More” and “Experience More” activities with Dome-Pakorn Lam, and the “Taste More” activity with Pawarisa Penjati. After that, let’s us just wait and see what other fun and exciting activities we have in store for teenagers and all consumers to enjoy.”
Pepsi…Life is full of endless possibilities.
Issued by : Pepsi-Cola (Thai) Trading Ltd./Serm Suk Plc.
For Further information : Kanokwan Tungwancharoen
( [email protected] )
Tel. 0 2693 2255 ext.522
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