For the introduction of their new, larger, glassware in bars and restaurants throughout the UK, Pepsi asked for a campaign not just to announce their arrival but to increase trade and consumer sales.
As well as distinctive brand assets, Pepsi has distinct brand associations, most notably with music. In a market where both the trade and customers are continually seeking out entertaining experiences, and at a time where music festivals were growing massively in popularity, we identified a real opportunity to create – for Pepsi, the trade and for consumers – a festival experience worthy of Glastonbury.
Utilising Pepsi’s assets along with the defining elements of festivals, we created a series of digital, in-store POS and social assets, as well as exclusive VIP passes and wristbands (with unique prize codes).
Our creative visual championed Pepsi’s new larger, branded glasses and encouraged people to order a refreshing Pepsi – inviting them to “Go Large” and, as the brand platform said, “Live for now!” with instant win prizes and fabulous ‘money can’t buy’ festival experiences.