Pepsi: Pepsi Salt – Bring back the taste of Tết

Challenge:

In Vietnam, the cola segment had been suffering a decline in sales, so Pepsi looked to the Lunar New Year festival, Tết, to revive brand love.

Insight:

Pepsi realized that Tết had lost its magic and become ‘bland’ because family members were trapped in the digital bubble of their mobile phones rather than engaging with each other.

Solution:

To remedy this situation, we launched a virtual Pepsi Salt can & used an integrated media approach, including harnessing the power of key influencers, to encourage the young to engage all family members, thereby restoring the excitement of the Tết festival.

Results:

The campaign was hugely successful, reaching over 60% of Pepsi’s key target audience and achieving volume growth of 28% versus the preceding year, and 53% growth in January 2018.