Pepsi takes consumers to Youngistaan with its new outdoor campaign
31 Oct 2009
Taking forward its 'Youngistaan' - the need to do one's own thing brand proposition, Pepsi has made yet another attempt to capture the attention of young minds by unveiling an outdoor campaign. The new campaign emphasises on Pepsi's association with youthfulness, irreverence, and dare for more spirit. The creative has been developed by JWT and executed by Percept OOH.
To maximise impact, prime hoardings in Delhi, Mumbai, Bangalore and seven other markets with huge cutouts of a boat and `Pepsi My Can' have been acquired. Key attributes have been highlighted using back-to-back printing/ blockout technology. Rather, the can and the key communication `My Pepsi My Way', creates the illusion of a neon illumination.
The Youngistaan idea captures the energy, excitement and irreverence of the young, confident India.
The campaign aims to coin a new phrase 'Youngistaan', to re-emphasise on Pepsi as the brand for the new generation. Although, 'Youngistaan' is not a place, it is an attitude. As the name suggests, it represents a world of the youth, where the young generation likes to be in control. It brings forward their never failing attitude, their desire to take on challenges and the power to turn things around. It speaks their emotion, in their language.
Speaking on the innovation, Sanjay Pareek, president, Percept OOH, said, "Cost effective technology is usually available but what matters is the right application and this is what the team has recommended to Pepsi. The use of back-to-back printing technology has not just provided the impact at a fraction of neon execution cost but we have been able to get scale by executing the innovation across nine markets. We are receiving very positive feedback from the market on the `Pepsi - My Way' campaign. It was great team effort right from ideation to execution to implementation, and we have all seen the results. We thank Team Pepsi to extend this opportunity to us and look forward to similar projects."
Pepsi has, in a bid to strengthen ties with the youth (in the brand's lingo, Youngistaan), launched an engagement campaign titled 'What's Your Way?' which will pose tricky questions before consumers and get them to pose solutions in their own quirky, youthful ways. The brand's rationale for the campaign is that today's young generation is smart, has its own unique ways of getting out of complicated situations and getting what it wants.
