Pepsi - Retro Studio - Full Summer Campaign
How to bring people together again in the summer of 2020? You move the fun online and invite the most important names in Romanian music. You give rhythm to the party with the songs we all danced to the past few summers. You also launch a collection of retro-cool clothes and start the longest Romanian brand challenge on Tik Tok. This summer's Pepsi campaign has shown that advertising can find new resources even in limited conditions. Creativity feeds on openness to experimentation.
A summer-long party
This summer, Pepsi went back in time and brought back to our attention the cool things from the past, which are still relevant today. With the help of technology, innovation, special online events and some notable artists, we were able to relive them once again. Fashion (via SnkrInd), comedy (via project with stand-up comedians), dance (TikTok), music (song launching). Pepsi was visible in several scopes, and it interconnected them through good mood. The brand was also present on several platforms & channels, giving rhythm to the party no matter where its consumers were: on TV, on the radio, Facebook, Instagram, Spotify, TikTok, YouTube.
The Pepsi Summer 2020 campaign had it all: the music of past summers, reinterpreted by the artists of today at Pepsi Retro Studio, Tik Tok challenges, Instagram digital hunt, campaigns for the hospitality industry and the launch of a retro fashion collection, in partnership with Sneaker Industry. But let's get to them one by one.
The party started at Pepsi Retro Studio, where the most important names in Romanian music transformed the popular rhythms of the past and gave them the rhythm of 2020. Smiley, Feli, Mira, Lino Golden and Amuly reinterpreted songs that defined the years in which they were launched and they founded the symbols of generations. Adeline, Amintirile, Dragostea din Tei, Gasca mea and Oare stii can be watched and listened to on the Youtube Pepsi channel in their new versions.
The longest series of TikTok challenges
Artists or not, we all need inspiration and a story to give meaning to the things that happen to us. Especially in the summer of 2020. So the party went on Tik Tok, where the brand started a challenge with dance, music and fun. Each song release had a challenge dedicated to it on TikTok, with original sound (cut from the released song). #SiIeriSiAzi thus became the longest series of challenges on TikTok of a brand in Romania.
Also, any party needs appropriate apparel. Pepsi, together with the 100% Romanian brand built on the passion for streetwear Sneaker Industry, launched a capsule collection of retro-cool urban clothes Pepsi & SNKRIND. The collection had its own presentation film, a lookbook created with professional photographers and, of course, a sneakerheads launch: an Instagram digital hunt.
Pepsi also started a tag competition, an “Oracle” contest (Oracol – in Romanian, with the meaning of a notebook) and a comedian project on Instagram.
The brand developed a filter that uses AR technology to bring back the childhood “tag, you’re it” into the digital. The filter generates funny scenarios, and the people could tag a friend who regularly does that scenario.
Oracle IG was another formula for connecting with consumers. Through the IG story, people were answering questions from the Pepsi “Oracle”.
In this mix of music, dance, retro-cool vibe and fashion, humour could not lack. Through a special partnership with Pepsi, three comedians from Romania launch short videos in which they present moments of retro style stand-up.
Moreover, Pepsi also had a campaign dedicated to the hospitality industry segment, bringing fun and cool prizes to partner locations all across the country. Consumers were able to enter restaurant receipts to win retro-cool prizes.
This summer, Pepsi demonstrated that innovation and technology can also be put in the service of fun and it showed what it really means to celebrate pop culture and to encourage individuality. Pepsi Summer 2020 reminded of the most retro-cool things of past summers and threw the biggest party this summer, through music, dance, fashion and humor.
Digital Agency: Kubis Interactive
ATL Agency: DDB
Media Agency: OMD
Delia Corniciuc – Sr. Marketing Manager Beverages
Iuliana Dragomir – Sr. Brand Manager
Alexandra Constantin – Brand Manager
Ema Bădângă – Jr. Brand Manager
Georgiana Nițu – Jr. Brand Manager
Laurențiu Ion – Sr. Digital & Media Manager Beverages
Oana Andone – Digital Specialist Beverages
Ada Gheorghiu – Group Account Director
Iulia Bivolaru – Account Manager
Stefania Bercu – Strategic Planner
Sebastian Luba – Head of Social Media
Vlad Iosipescu – Social Media Manager
Maria Man - Social Media Manager
Carina Toma - Group Creative Director
Victor Firan – Art Director
Dragos Aliciu – Senior Copywriter
Alexandra Aliman – Copywriter
Roxana Memetea (Managing Partner)
Roxana Țâmpău (Managing Director)
Simina Leotescu (Strategy Director)
Blanka Horvath (Account Director)
Ștefan Vasilachi (Executive Creative Director)
Dana Constantin - Digital Manager
Maria Ilie – Senior Media Manager
Irene Derasadurian – Media Manager
Razvan Meirosu – Media Director