How Pepsi Liter of Light used discarded bottles to brighten up poor homes during Diwali

Case study by Mindshare for Pepsi wherein it partnered with Liter of Light to illuminate homes using empty Pepsi bottles, submitted under the category: Best Brand Building Campaign B2C’ for LI Content Marketing Awards 2017

Pepsi Liter of Light

The Client

PepsiCo, Inc. is a multinational food, snack, and beverage corporation having interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products. PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo entered India in 1989 and in a short period, has grown into one of the largest MNC food and beverage businesses in the country. PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value.

The Agency

Mindshare is a global media agency network with billings in excess of US$34.5 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

Problem Statement

A cup of hot tea, chocolate or coffee during winters makes everyone warm & fuzzy but for Pepsi it was sweaty times. Sales are on a downward trend and budgets are limited. 2016 winter Pepsi’s ambition was to change the course of the sales graph and make Pepsi the first drink of choice, be it summer or winter!

Identified Objectives

Pepsi over the years has established itself as an iconic youth brand that is cool but today’s Indian youth is more than just the swank & swagger. They are opinionated, motivated, participate actively in causes – and that is the new cool. Our task therefore was to bring alive the brand promise of “Maximizing Moments” in a way that it effected society. The timing of the onset of winter is also the most crowded period for advertising in India – the festive season (esp Diwali). But the whole of India don’t even have the basic amenities of electricity/light.

We therefore decided to make a significant dent during Diwali by reminding everyone, that there is a part of India who needs us to come together & brighten up their Diwali.

Thus was born ‘Pepsi Liter of Light.’

The Strategy/Execution

We tied up with a global foundation Liter of Light & installed empty Pepsi bottles filled with water & bleach on rooftops of houses which enabled absorption of solar energy & illuminated houses.

With the help of LOL technology team, we also created street lighting with Pepsi bottles attached to a night solar panel & installed in GJ, MP & TN where Pepsi’s plants were built.

The content was brought alive via moving digital film that spread organically across the YT world & we retargeted them by several other testimonial videos of villagers & urged consumers to volunteer & join the cause by donating.

We touched more than 64 Million families

  • YT Programmatic Approach: For the first time, Pepsi used programmatic tool on YouTube to target audience layered with the intelligence of ad engagement during previous campaigns.
  • Google programmatic native: was used for the first time which resulted in 52% CTR
  • Real Time Optimization: was done using high engaging affinity genres/days during the weeks/and festive keywords resulting in maximizing views during peak festive season.
  • Vernacular dissemination: on native platforms like GajabPost geo target our audience

Results

  • Their stories reached over .26MN Indians
  • ~4 MN views @avg. VTR of 30%
  • ~59k engagement
  • LOL among the 10 Most watched Indian ads on YT

Observations/lessons

But what we gained the most was that empty Pepsi bottle that is now a permanent piece in the house where we literally captured the ‘Sun in a Bottle’!

Case Study video:

Pepsi Liter of Light

How Pepsi used discarded bottles to brighten up poor homes during Diwali

Lighthouse Insightsさんの投稿 2017年10月26日(木)