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Marketing Featured Southeast Asia

PepsiCo appoints Publicis Media as media partner in SEA

Singapore – Global food and beverage company PepsiCo has appointed Publicis Media as its media agency in Southeast Asia. As part of the mandate, Publicis Media has created PLUS+, a bespoke business solution.

PLUS+ is a dedicated business unit, creating an ecosystem of media, creativity, and technology for positive impact on business outcomes. In addition, it unlocks growth in the dynamic marketplace with consumer centric solutions and transformational, data-driven capabilities. 

“The purpose-driven operating model is people-first, with positive shared values underpinning a modern way of working,” the agency further describes it.

Lilly Yip, chief marketing officer at PepsiCo APAC, said, “We would like to thank the incumbent team at Mindshare for their years of work as well as our agency partners that participated in the review. Publicis Media was selected after a very thorough and competitive pitch process. Their expertise in the areas of importance to our business, like data, digital, analytics and commerce saw them emerge as our partner of choice.”

Meanwhile, Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia, commented, “We are excited to be appointed PepsiCo’s media partner in this very dynamic and fast-growing region. We really respect the process that PepsiCo ran for its thoroughness and desire to discover the best from the agencies participating. Our entire team is incredibly motivated by the opportunity to create industry-leading work for these iconic brands in the future.” 

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Marketing Featured South Asia

7UP’s Fido Dido is back to encourage youngsters to be more witty in latest ad

Mumbai, India – Fido Dido, the familiar doodle brand mascot of beverage brand 7UP is back in a new spot for the Indian market, encouraging youngsters to be more witty when they find themselves in seemingly difficult situations.

The ad, conceptualised by creative agency DDB Mudra, notes how youngsters are inspired to be a ‘bit rebellious’, in this case walking over cars when the cars pulled over the pedestrian crossing. After such action, they aided an old woman at the other side of the road to cross over.

For the agency, the campaign’s theme stems from their consumer research with 7UP, where they found that the youth were suffering not just from googlies of a personal nature like relationships, careers, but also those kinds that arise out of systemic problems.

Naseeb Puri, senior marketing director for flavours at PepsiCo India, said, “The new campaign highlights the daily challenges we confront and encourages consumers to take a refreshed approach to prevail in this ever-changing reality is to retain a cool head and keep a quick wit.”

Meanwhile, Ashutosh Sawhney, managing partner for North at DDB Mudra, commented, “India’s biggest gift to the world is its brain capital. From the genius of Ramanujan to that abundantly evident in the everyday ‘jugads’ that Indians across the length and breadth of the country display. The fertility of Indian ingenuity and imagination is unparalleled. 7UP, as a brand that celebrates a refreshed body and a charged mind has taken that mantle.”

He added, “The canvas it lays out for the youth of India, through it’s ‘think fresh’ idea is a timely and well-deserved celebration of this spirit of the Indian youth that despite any odds, is always up and buoyant, thanks to its resourceful ingenuity, which it puts to use to solve pertinent youth issues.”

The ‘Think Fresh’ campaign has been amplified across channels such as TV, digital and OOH. 

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Technology Featured Southeast Asia

Pepsi PH’s latest AR campaign transforms soft drink cans into BLACKPINK light sticks

Manila, Philippines – As part of its Asia-Pacific campaign, soft drinks brand Pepsi and creative agency in the Philippines BBDO Guerrero have teamed up in a latest campaign that transformed Pepsi’s soft drink cans into light sticks bearing the colors and figures of popular K-pop group BLACKPINK.

BLACKPINK was unveiled as the brand ambassador in the Asia Pacific region in January this year, following thereafter the launch of the limited-edition Pepsi cans that bore each of the group’s members images namely Jisoo, Jennie, Rosé, and Lisa.

The campaign, launched through augmented reality (AR), is activated through a custom Instagram Stories filter, where the cans transform into the Pepsi BLACKPINK Light Sticks—giving every fan a chance to finally own a light stick and cheer for their favorite girl group.

It also comes with its own K-pop music, so fans could wave their light sticks and dance like they’re in a BLACKPINK concert. Thousands of Pepsi cans lit up during its launch, lighting up the spirits of all BLACKPINK fans stuck at home.

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“When we announced BLACKPINK as Pepsi’s newest brand ambassador, we wanted fans to have the full fandom experience especially at a time where concerts aren’t the way they were before anymore. We’re very happy that BBDO Guerrero was able to deliver this,” said Mikey Rosales, marketing director at PepsiCo Philippines.

Said campaign has garnered 2.56 million engagements on Instagram, attesting to BLACKPINK’s massive popularity among its fanbase in the Philippines, one of the biggest and most passionate K-pop fandoms worldwide. 

The campaign’s launch also has a functional facet, resolving the issue of donning light sticks which are an essential part of any K-pop concert-going experience. Normally, a real commercial light stick costs at least US$40, a price most fans can’t afford. 

“We’ve seen more opportunities open up in the digital space as we went into lockdown. And this Instagram filter is something that our team developed to show how existing technology can be made into something that our clients’ fans can enjoy,” said David Guerrero, creative chairman at BBDO Guerrero.

This is not the first time Pepsi has utilized AR technology for its other campaigns, as its Malaysian arm recently partnered with Entropia EXR to to launch a concert in a Pepsi bottle, which featured Malaysian singer and actress, Siti Nordiana (Nana), together with the winners of its #PepsiBoldTalent TikTok challenge.

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Marketing Featured Southeast Asia

For this year’s Raya, PepsiCo’s Mirinda stands out with ‘colorful’ film

Kuala Lumpur, Malaysia – On 13 May, the Muslim community in Malaysia celebrated Hari Raya Aidilfitri to mark the end of Ramadan, and prior to the day, brands and companies each released their share of the commemoration of the festivity. 

For PepsiCo’s carbonated and fruit-flavored beverage brand, Mirinda, it’s a fun and light campaign that celebrates family ties in the new normal.

The brand has teamed up with creative agency Entropia for a film of madcap family antics. It shows a wacky and colorful family who is separated by social distancing but finds a fun and exciting way to celebrate Hari Raya this year with Mirinda. 

Undeterred by communicating only via Zoom video calls, with a bit of playful family rivalry thrown in, they sing, dance, and come together virtually in an epic rap song battle to share their Raya experiences. 

According to April Toh, principal at Entropia, the idea for the campaign came about as they wanted to showcase the excitement and refreshing taste of Mirinda’s flavors through the vibrant colors of the product. 

“Additionally, we wanted to stand out from the various Raya ads that we see each year, and what better way than to have an energetic rap song, especially for younger Gen-Z fans of the brand,” said Toh.

Jennifer Lee, beverage marketing lead of PepsiCo, said, “Mirinda is a refreshing, tongue-tingling taste that makes you go AAAH! While we encounter another socially distanced festive, we are committed to preserving the spirit of togetherness during Raya and with content that both highlights our refreshing taste, AAAH! and inspiring creativity co-created with Raya festivities.”

Being its official creative partner, Entropia has also recently created an innovative AR campaign for the flagship Pepsi brand, making possible a concert experience be viewed through a Pepsi bottle. It was spearheaded by Entropia’s extended reality arm EXR, and the concert featured Malaysian singer and actress Siti Nordiana.

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Platforms Featured Southeast Asia

Entropia EXR, PepsiCo create AR experience — all within a bottle

Kuala Lumpur, Malaysia – Food and beverage company PepsiCo in Malaysia has partnered with Entropia’s extended reality arm EXR in creating an augmented reality (AR) concert experience all within a Pepsi bottle, featuring Malaysian singer and actress, Siti Nordiana (Nana), together with the winners of its #PepsiBoldTalent TikTok challenge.

Malaysian consumers can access the AR concert by activating the AR camera at pepsiARconcert.com, which will be available from 16 April 2021. Users will need to pick up a bottle of Pepsi Black Raspberry, and when the AR camera gives them the prompt on their phone screen, they can scan the bottle for the AR Pepsi bottle to load and the concert will play.

The earlier #PepsiBoldTalent was launched to residents of Malaysia 13 years old or above, challenging them to submit a 15-second video on TikTok showing their best talent. The contest winners who will be gracing the AR concert are Bell – a dancer, Syafeek – a singer, and Aidil – a freestyle footballer, whose audition videos amassed viewership close to 1.4 million views each.

According to Jennifer Lee, beverage marketing lead at PepsiCo Malaysia, the newest AR campaign speaks to the company’s objective of a renewed, innovative approach to engaging with Pepsi fans, as today’s consumers want to connect with brands in an instant and feel an immediate impact.

“Together with Entropia, we shifted our focus and unlocked unfamiliar yet entertaining territory with this campaign. Most brands in Malaysia have yet to tap into AR, the new exciting channel of marketing and communications. Pepsi decided to take the tech to the next level, by bringing a concert right to the homes of our most loyal fans,” Lee stated.

Meanwhile, Ramakrishnan CN, partner at Entropia and head of EXR commented that the newly-launched AR experience is a testament to the agency’s commitment to reinventing the ways brands strategize their communications and more so for an experiential bold brand like Pepsi.

“We believe the future of brand experiences is fluid and atemporal where all touchpoints should have a branded extended reality layer over them. The iconic Pepsi bottle was the best place to provide the experience like no other, using AR tech and deliver Malaysia’s first augmented reality concert in a bottle,” he added.

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Marketing Featured Southeast Asia

FCB bags remit for Quaker Oats Malaysia’s major campaign

Kuala Lumpur, Malaysia – PepsiCo in Malaysia has appointed advertising agency FCB Malaysia to manage a major ‘festive’ campaign for its Quaker Oats brand, which is set to run later this year.

The advertising agency secured the appointment after a competitive pitch that saw a number of agencies take part in. The appointment will see FCB Malaysia working on an integrated campaign for Quaker Oats, handling its advertising, social media, and content creation, as well as bringing Go Communications on board as a specialist partner to handle the public relations duties.

“2020 wasn’t the best of years but thanks to the entire team putting in the hard yards, we still made it a profitable one and even achieved YOY growth. Winning a storied brand like Quaker Oats allows us the opportunity to flex our FMCG prowess and importantly, keeps the momentum going,” commented Shaun Tay, the co-owner and CEO of FCB Malaysia. 

Sharing on how the company landed the decision, Melinda Ong, marketing manager of PepsiCo Malaysia, said, “FCB’s idea truly stood out with its sharp, insightful strategy that enabled us to deliver a clear, structured on-brand message via engaging content that’s contextual to the needs of our intended audience.”

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Marketing Featured South Asia

PepsiCo India’s inaugural campaign for Mountain Dew Ice inspires ‘to keep a cool mind’

New Delhi, India – As summer is approaching, the Indian arm of food and beverage company PepsiCo has launched its first-ever local campaign for the beverage ‘Mountain Dew Ice’, starring Bollywood superstar Hrithik Roshan.

The ‘Made for India’ Mountain Dew Ice has been developed to suit the Indian palate and is a significant milestone in PepsiCo India’s journey of innovation in the beverage category. In line with this, the first-ever Mountain Dew Ice campaign is building a very aspiring extension to the Dew philosophy.

The campaign focuses on Roshan contemplating on performing a bike stunt across a fire obstacle, and with ‘Mountain Dew Ice’, he takes the challenge head-on successfully. By its message, the campaign embodies the ideology of ‘Darr Ke Aage Jeet Hai’ or overcoming one’s fears to achieve great success. This is best seen by Roshi’s ending words “Har chunauti hogi paar, bas chahiye jeetne ki aag aur thanda dimaag”, or loving every challenge while maintaining a ‘cool’ mindset.

“This campaign for Mountain Dew Ice is as refreshing as its name suggests! In time for summer, the TVC introduces the consumers to a ‘chilling’ experience. What is interesting is that it adds to the brand tagline – ‘Darr ke aage jeet Hai’ with emphasis of being responsibly fearless. Mountain Dew Ice propositions ‘Jeetne Ki Aag aur Thanda Dimaag’, is a valuable slogan. It is a perfect mix of the product attributes along with a message in public interest,” Roshi said, regarding his experience as part of the campaign.

According to Vineet Sharma, category director for Mountain Dew & Sting at PepsiCo India, the campaign aims to inspire the youth that they can overcome any obstacles in their way if they just keep a cool mind along with the fire to win while facing their fears head-on.

“We are very excited to unveil the first-ever brand campaign for Mountain Dew Ice. The launch of Mountain Dew Ice has been a significant milestone for us in our beverage category innovation journey. With the new campaign, we are taking the Mountain Dew core brand’s philosophy of ‘Darr Ke Aage Jeet Hai’ and giving it an ‘Ice’ twist,” Sharma said.

He added, “We are confident that consumers will relate to the new campaign strongly and shower Mountain Dew Ice with the same love that our other campaigns for Mountain Dew have received over the years.”

The campaign will be amplified across TV, digital, outdoor, and PepsiCo India’s social media channels.