1. ROMANIA
Pepsi
2014New Occasion Packs launching
campaign
21th May , Bucharest

2. 2
COLAS CATEGORY/
SWITCHERS DYAGNOSE
PEPSI MARKETING
CHALLENGE

3. 3
•Romania has a leading per capita consumption on CSDs and Colas across
Eastern Europe Region, reaching an 80% of LRBexW consumption. Also average
Romanian consumer drinks highest PC volume of Pepsi TM within EER.
•Pepsi has a very strong local relevance, having been considered social currency
in the past. First cola category product to enter the Romanian boarders. Still
high dependency on 2 packs : 0,5L and 2.5L.
•75% of the market is represented by switchers and repertoires, loyalty to
brands being very low.
•The category prices are higher than in most countries and pressured by low
affordability.

4. 4
ROMANIA – Unique Opportunity for Pepsi to capture share from
Switchers (80% of heavy cola users)

5. KEY MESSAGE
WHO
WHY
MORE for ME
along the DAY
1,25L 1,75L 2,25L 2 x 2,25L 2,75L
ME
TO FEEL ALIVE
MORE for
ME & YOU
US
TO FEEL INLOVE
MORE TASTY MOMENTS
AT HOME
WE
TO BELONG
MORE FRIENDS
WE
TO HAVE FUN
My time out
1L
Couples Time
1.5L
Couples Time/ Family Time
Lunch& Dinner
2.5LAS IS
2L /
2x2L
Competition
OCCASION MARKETING PLATFORM 2014
Reset and launch New PEPSI Pack Line-up as CONCEPTUALIZED RANGE
New Pepsi + 250 ML extra on pack specific communication
New PEP
SHOPPER DTS, ON THE GO OT & DTS, MED
SHOPPER
2,25L – DTS Med Shopper,
2x2,25L OT Med Shopper
DTS, HEAVY
SHOPPER
TO BE

6. 6
DISRUPTIVE
ENGAGEMENT
TARGETING KEY TOUCHPOINTS

7. One Campaign – Umbrella execution
(12 months tracking)
Brand Equity
Tide in
LFN
Positioning
Full Range
Availability
Packs
Signature
(Unified
Look & Feel)
(Perceived)
Price
Parity
OT
Tailormades
Account Specific
Expand
Warm Shelf
Differentiate
in Coolers
Instore
Disruptive
POSM
360Comms
ONE PLATFORM/
KEY OCASSIONS
2014 New PEPSI Pack Line-up RIGHT Activation
Must Haves – The 10 Commandments for Success
1
2
3
4
5
6
7
8
9
10

8. 8
INTEGRATED
COMMS BRIEF
360 execution

9. 1. WHY:
CHALLENGE: CHANGE THE STANDARD IN THE COLA CATEGORY.
PREMISES:
•Current Pepsi SKUs don’t cover all the opportunities in terms of demand
moments across a day.
•The need for a stronger “Value for me” in order to differentiate.
•The opportunity to support the LIVE FOR NOW statement, a desire for MORE
of everything right NOW, both in terms of brand & package.

10. 10

11. 11

12. 12

13. 13

14. 14

15. 15

16. BIG IDEA
With the new Pepsi +250ml variety,
I am ON PLUS (in advantage) in my
everyday key moments…
Because I am part of my Gang…The
Pepsi Gang!
.

17. 17

18. CREATIVE CONCEPT
Headline :
Acum sunt pe plus.
Semnatura campaniei:
Cu noile sticle + 250ml.

19. 19
KVs

20. 20

21. Why
Who
Mai mult pentru
mine toata ziua
EU
Mai mult pentru
amandoi
NOI DOI
Mai mult pentru
acasa
NOI
Mai mult pentru
petrecere
NOI
KVs addressing distinctive demand spaces throughout the day

22. 1,25L
ME MOMENT
EBT:
NOW I HAVE A PLUS.
The new bottles +250ML

23. 1,75L
US MOMENT
EBT:
NOW I HAVE A PLUS.
The new bottles +250ML

24. 2,25L
FAMILY MOMENT
EBT:
NOW I HAVE A PLUS.
The new bottles +250ML

25. 2,75L
PARTY MOMENT
EBT:
NOW I HAVE A PLUS.
The new bottles +250ML

26. 26
TVCs

27. 4x 30” TVCs

28. 28
2x Finished Films test
Communication ResponseBranded Engagement
Will the ad
connect with the consumer and
leave a branded impression?
Does the ad effect brand
associations in the right way?
Do the brand associations
make it more desirable at key
decision moments?
Method
• Quantitative
• Link measurement + facial coding
• N=150
• Media target

29. Key Msg A
Key Msg A
Copy Testing
Dashboard
100%
83%
50%
33%
17%
0%
67%
100
83
50
33
17
0
67
COMMUNICATION
RESPONSE
BRANDED CUT-THROUGH
TOTAL
SPONTANEOUS
AIDED
Average
Weak Strong
Average
Weak Strong
Average
Weak Strong
83+0-16 17-32 33-49 67-8250-66CUT THROUGH, COMMUNICATION & RESPONSE: PERCENTILES VERSUS COUNTRY DATABASE
NOTE: US percentiles are based on top box measures. All other countries are mean scores.
OVERALLASSESSMENT
IDEAL
NOTE: STSL is a raw percentage, Average percentile
SAMPLE DEFINITION: N =
OBJECTIVE:
COMMUNICATION OBJECTIVE:
KEY MSG A:
COMMUNICATION
SHORT TERM
SALES LIKELIHOOD
KEY FINDINGS
Awareness Index
Branding
Enjoyment
Engagement
Adjusted Persuasion
New News
Relevance
Credibility
Differentiation
Appeal
Percentile
77
72
75
Norm:
55%
Very Strong
Pepsi - Romania
2.25 Friends Gathering
Finished film
February, 2014
ESTABLISHED/ LARGE
BRAND
150
Win on Colas category by succeeding a smooth conversion of the
switchers segment in a declining market and an insecure economical
context
With the new Pepsi SKU's with extra 250 ml, now I am on +
Percentile
95
94
59
70
Strong
Percentile
30
85
53
55
46
33
Weak
• The overall assessment of Friends gathering lays into the ideal scenario: both
short term sales likelihood and communication are strong.
• The high potential to cut through comes from the ad’s ability to involve consumers
into the story of the ad, while at the same time associating the communication to
Pepsi.
• The main message is well conveyed and drinkers see a plus in the extra quantity
offer.
• Given the overall evaluation of the ad, the recommendation is “Progress to air”
Strong
85%

30. Key Msg A
Key Msg A
Copy Testing
Dashboard
100%
83%
50%
33%
17%
0%
67%
100
83
50
33
17
0
67
COMMUNICATION
RESPONSE
BRANDED CUT-THROUGH
TOTAL
SPONTANEOUS
AIDED
Average
Weak Strong
Average
Weak Strong
Average
Weak Strong
83+0-16 17-32 33-49 67-8250-66CUT THROUGH, COMMUNICATION & RESPONSE: PERCENTILES VERSUS COUNTRY DATABASE
NOTE: US percentiles are based on top box measures. All other countries are mean scores.
OVERALLASSESSMENT
IDEAL
NOTE: STSL is a raw percentage, Average percentile
SAMPLE DEFINITION: N =
OBJECTIVE:
COMMUNICATION OBJECTIVE:
KEY MSG A:
COMMUNICATION
SHORT TERM
SALES LIKELIHOOD
KEY FINDINGS
Awareness Index
Branding
Enjoyment
Engagement
Adjusted Persuasion
New News
Relevance
Credibility
Differentiation
Appeal
Percentile
62
38
50Norm:
55%
Above Average
Pepsi - Romania
2.75 Party
Finished film
February, 2014
ESTABLISHED/ LARGE
BRAND
150
Win on Colas category by succeeding a smooth conversion of the
switchers segment in a declining market and an insecure economical
context
With the new Pepsi SKU's with extra 250 ml, now I am on +
Strong
Percentile
92
75
80
85
Average
Percentile
30
92
58
49
45
28
Weak
82%
• The ad “Party” has a good potential to generate short term sales. This comes
mainly from the ad’s high potential to generate branded memorability. Consumers
like seeing the ad, get involved emotionally and moreover remember that it is for
Pepsi.
• The message “With the new Pepsi SKU's with extra 250 ml, now I am on +” is
delivered averagely. The good news is that consumers mention spontaneously
the extra quantity to a high extent. Remembering the extra 250 ml is visible by the
high perception of novelty too.
• Considering the overall evaluation of this ad, the recommendation is “Progress
to air”

31. Extend the reach of the commercials by using Shazam as a
“second screen” companion
Using Shazam Technology on all 4 TV commercials we give our young target the
opportunity to listen and download on their mobiles the full version of the TV
soundtrack “Esti pe plus” composed by Marius Moga - the famous Romanian
producer.

32. Online campaign to maximize the TV campaign for young
target
Youtube views 1.75L –
531.474. It was the
main focus TVC as it was
launched in the second
wave with the online
media campaign.
Shazam tags – 2097
.Mixed Media plan to maximize Pepsi PE
+ TVCs reach within high affinitive
touchpoints with the Shazam project and
Youtube.
+

33. 33
OOH / Transit

34. KV 1,25 L

35. KV 1,75 – v2

36. FULL RANGE LANDSCAPE

37. RANGE PORTRAIT

38. Execution

39. Tranzit Deco – Sides

40. 40
Packs

41. PEPSI PE + 2014 Range
1,25l

42. 1,75l
PEPSI PE + 2014 Range

43. 2,25L
2x2,25L
PEPSI PE + 2014 Range

44. 2,75l
PEPSI PE + 2014 Range

45. ROMANIA – New PEPSI 2014 Upgraded Line-up

46. 0,5l 1,25l 1,75l 2,5l 0,5l 1,25l 1,75l 2,25l 2,75l
CAROLINE LOOK NEW GLOBAL DESIGN

47. 47
In Store

49. 2,75 “pe+” Full Range
POSTERS

50. Poster New Pack Line
50x70
ShelfTalkerPoleSign StopperWobbler
Ghid de Executie
New Pack Line
(Brosura) Calendar Embosat
Poster New Pack Line
70x100
Poster Pepsi 2.75L 50x70
POSM Pepsi New Pack Line TT

51. 51PepsiCo Confidential
Insula Stand cartonStand carton +Header DubluStand carton +Header Simplu
Temporary Tools TT

52. Coltar
Stopper
Wobbler
Calendar
Embosat
PoleSign
Linner HP
Linner FP
Linner QP
Linner Client
POSM Pepsi New Pack Line OT

53. 53PepsiCo Confidential
Insula Stand cartonStand carton +Header Simplu
Temporary Tools OT

54. 54

55. 55
Campaign
MEDIA PLAN

56. PEPSI +250 ml Marketing Plan Q1/Q2 2014
JANUARY ‘14 FEBRUARY ’14 MARCH ‘14 APRIL’14
DECLARE
1
ENGAGE
TV
OOH
TRANSIT
ON LINE
PR
IN STORE
ACTIVATION
POSM
PLACEMENTS
OUT STORE
2 POSMs/ DTS new guidline execution
DTS/OT new pack line placements
Hypermarkets activation (1.25l,
1.75L, 2x2.25L) / POSM’s
OT - Easter special
price
POSM’s (2x2.25L)
PR
Soft transition
to new packs
(DTS) 10th Jan
Radio
TVC 3200 GRPs 30” / Build fast reach in the first 2
weeks/Use customize TV planning for each TVC
Viral videos
TRANSIT: Top 5 CITIES
OOH High Traffic location Top 10 CITIES
– backlit campaign

57. Winning in all brand KPIS vs 2013 ( Brand I love + 3 pp, Daily Ritual : +2 pp)
FY 2013 Mar- April
2014
CONSUMPTION P4W Usage 40 41
Outcome Equities
Love Brand I love 22 25
Daily Ritual Is good for everyday 15 17
Primary Drivers
Social Lubricant
Is a drink that I have when I’m out with
my friends 29 31
Food Accompaniment Are drinks that go well with food 27 28
Worth/ Value Is worth what you pay for it 35 36
Lynchpin Equity
Great Taste Taste better than other brands 27 28
Refreshment Offers ultimate refreshment 19 20
AWARENESS KPI's
TOM 21 23
Spontaneous Awareness 78 84
Any Media Awareness 62 62
Pepsi sale out on upward trend P3M, showing early potential
for “pe+250ml”
Appeal to end consumers