New Pepsi Creative Platform for Eastern Europe
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.