Pepsi Cola . SI IERI SI AZI.

Pepsi Cola. TODAY. THE SAME

AS YESTERDAY

The Brand Roots

Vintage territory: Taken

Vintage

COMUNISM

RETRO

Stories that evoke communism, mocking that period limitations, or treating with irony communist’s regime icons, which turned into clichés.

Stories that celebrate a certain period from the past, relevant somehow to the brand – tradition for Timisoreana, anniversary for Dacia.

ConnexZappROMCavit

Timisoreana – 20’sDacia - 70’s

Vintage territory: Available

COMUNISM

RETRO

Stories about appreciation for the way things were done in past times – with passion, by true values, with substance. Stories about nostalgia for the real things.

Stories that picture vintage not as a trend but as a state of mind or generation mark that it’s being refreshed with each generation, although essentially feels the same.

ConnexZappROMCavit

Timisoreana – 20’sDacia - 70’s

Vintage

SUBSTANCE/AUTHENTIC

COOL MARK/GENERATIONMARK

Telling the story from yesterday’s photos in today’s words.

The story: Your parents were cool.

Pepsi Cola. Si Ieri si azi.

70’s

GenerationToday’s

Generation

Pepsi Cola

Limited edition original look & feel

70-80’ bottle

Real photos from personal archives

Idioms from youngsters common

language

The beauty of

being young

Pepsi Cola. Si Ieri si azi.

Pepsi Cola 70’s-80’scampaign KV’s

Campaign visuals with real people pictures

Copy:From times when we gave Likes just with compliments and caress touch

V2

Copy:From times when each had it’s

parking lot

Copy:From times when our holidays

began with a pipe

Copy:From times when we use to walk more

often

From times when we use to go to the DISCO, waiting for a dance

invitation

From times when Entertainment meant knitting

From times when we use to hitch-hike

From times when the cool guy was waiting for you at the corner’s sweet shop

From times when the Playlist was improvised outdoor

From times when we played our shows in student’s house

From times when it took us 5 hours to reach the mountains resorts

From times when all of us had a chalet in the mountains

From times when we use to order our suits with money that we borrowed from social

funds

OOH

Bushelters Unirii subway passage branding Backlit networksCitylightsMeshesTransitSpecial projects:decorated benches in 3

central parks in Bucharest

Full decorated Bus stops

Meshes on central Bucharest boulevards

Backlit network

Subway tunnel decoration > 1 mil monthly people traffic

Special project decorated benches

Seaside - OOH

Tranzit :6 double deckers full decorated & 8 lines in Constanta citylights, backlits & unipols

TV Pepsi Cola campaign: 30 sec cut from an authentic Reportage from the national Romanian television archive. 1968.

Press Jurnalul National Gazeta Sporturilor Sapte Seri/24 FUN

Pepsi Cola 70-80’. 12 new posts

Great consumer response

>350.000 Impressions

>290 000 Impressions

Pepsi Cola. Ieri si Azi. FB campaignWe developed a Facebook Application “Galeria D’ altadata”

to create buzz and spread virally the Pepsi Cola Campaign.

Facebook application results

Facebook application results

> 18.000 photos

created

>16.290 fans run the application

> 3.258.000 personas

had already seen the generated photos

Pepsi No 1 FMCG brand on fb with > 100,000 fans

Pepsi Cola 70’s-80’sonline campaign

Special projects on:yahoo.comtrilulilu.rohotnews.rosport.ro

More than 4 mil impressions

Pepsi Cola 70’s-80’sPR campaign & sampling to

journalists

“Consignatia” Concept Exhibition We want to

Invitation:“Share with us an object or a photo from the 70s or 80s, that is dear to you”

To:-Journalists-Celebrities-Bloggers

We’ll make the target part of the Pepsi story!

Customized exhibition with personal objects of the 70s and 80s.

The exhibition to be open for 1 week with free access.

Opening Event and Thematic Party

Create strong buzz and talkability

Make people want to be part of the project –Share with us their memory of the time

PR Campaign concept

Pepsi Cola activation on Liberty parade- biggest music outdoor event in

Romania1Night&80,000 peoplePepsi –main sponspor

Special Pepsi Cola moment 15 min. Retro Romanian music mix with live VJ-ing with Pepsi

Cola elements.

Campaign TimelineJune July August

Product

OOH country presence (billboards, spectacular executions etc)

TV

PR event

On-line website, SM, activations etc

Press

Product presence: exclusive locations (seaside, big cities, old historical places) OT presence (MPK)

Trade presence: umbrellas, trucks, coolers, glasses, T-shirts etc In-store activations, special

placementTrade