New Pepsi Cre­ative Plat­form for East­ern Europe

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BBDO Moscow of­fice be­ing a strate­gic and cre­ative hub for the Pepsi brand in East­ern Europe, the agency team has pre­sented “Pepsi Mo­ments” – a re­gional brand re-launch based on the new com­mu­ni­ca­tion strat­egy for one of its key ac­counts – EER Pep­sico Bev­er­ages.

THE MAN­I­FESTO

The new con­cept was in­tro­duced to the pub­lic in the form of a brand man­i­festo: “What re­ally changes us, af­fects our choices and en­vi­ron­ment are not things. Those are mo­ments when we make our de­ci­sions and act upon them. When you look at ev­ery­thing in life as a se­ries of mo­ments – all you need to do is live it, play it, taste it and love it.” It was re­vealed in the “Man­i­festo” film and fol­lowed by sev­eral doc­u­men­taries fea­tur­ing real he­roes-- skate­board­ers, break-dancers, graf­fiti artists, traceurs, bik­ers and other peo­ple, who en­joy their lives right here and right now. None of the he­roes are ac­tors, but rep­re­sen­ta­tives of var­i­ous sub­cul­tures, de­voted to their pas­sion and recog­nised within their com­mu­ni­ties. It is a doc­u­men­tary ev­i­dence of their life­style, shot on a 16 mm film in Moscow and its sub­urbs. All the ma­te­rial was shot in real-life dur­ing nine days with­out a sto­ry­board.

THE SLO­GAN AND THE MUSIC SCORE

The new slo­gan “Life is a moment. Live it” ex­presses the cam­paign essence. Pepsi sup­ports those peo­ple who fol­low their pas­sion and live through each moment the way they want. They move to­wards their goal de­spite any ob­sta­cles and pres­sure of the es­tab­lish­ment. The music score “Rassvet” (“Sun­rise”) fea­tured in the on­line ver­sions of the movie is com­posed by Pavel Milyakov, a young and trendy DJ from Rus­sia. The leg­endary song “Right Here, Right Now” by Fat­boy Slim is the sound­track used for 15” and 30” TV spots.

“QUOTE IS A MOMENT. END IT”

“For us the whole story of the Pepsi brand re-launch is ev­i­dent in the pack­shot. It ex­presses dra­matic re­al­ism. We show an in­ter­ac­tion with the prod­uct that not glo­ri­fies it, but in­stead – makes it a part of the moment. We show a hand crush­ing a Pepsi can as a re­sult of an emo­tional com­mit­ment to pro­ceed with one’s pas­sion. With the new cre­ative frame­work Pepsi is re­mind­ing us: “What changes our lives are not things. Those are mo­ments.” Thus, we are giv­ing the brand a hu­man rea­son for be­ing. Our con­cept “Life is a moment. Live it. Play it. Taste it. Love it" is a brand mes­sages con­struc­tion kit. It should meet more than twenty mar­kets in the re­gion and be rel­e­vant to con­sumers, cre­at­ing an in­ter­ac­tive com­mu­ni­ca­tion plat­form. We are happy that Pep­sico ap­pre­ci­ates our ap­proach to cre­at­ing trig­gered con­tent and not ads. This “Man­i­festo" is the first of this year’s cam­paigns within the “Mo­ments” cre­ative frame­work. But for now, "Quote is a moment. End it,” sum­marised Gatis Murnieks, Cre­ative Di­rec­tor BBDO Moscow.

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