Title/ Now Pepsi: A Comprehensive Marketing Plan
Medium/ Video
Style/ Marketing presentation
As a student participating in "one show competition", I had the opportunity to create a comprehensive marketing plan for Pepsi that aimed to attract more people to buy Pepsi, create new social topics, and make surprises for Pepsi fans. Our entry point was the "best before" date printed on the Pepsi can.
We introduced several reforms, including changing the design of the Pepsi can by putting the tasting period under the can into the can, and adding a two-dimensional bar code at the bottom of the can. After scanning the code, a brand new Pepsi app named "Now Pepsi" would appear. This application allowed users to order a physical can of Pepsi for themselves one year later and write a question to themselves one year later to remind themselves of their original intentions. The payment could be made through Alipay.
The application also had a simulation of Pepsi, which surprised users when they realized they were spending on a simple can, but in fact, surprises were coming one after another.
We developed a new advertising medium that added new elements to advertising. We learned about the user's preferences and living habits in social media applications such as WeChat and Weibo. We used artificial intelligence technology to integrate reminders of their goals with their preferences and remind them of their original intentions through daily media from time to time.
We used automatic electronic screens on vending machines, LED light boards on elevators, and roadshows on buses, which were equipped with face recognition and GPS functions to provide the most comprehensive and heartwarming care for the users. These tips helped users accomplish their goals, and after one year, they would receive their customized Pepsi, just like a score sheet, where they could see if they missed anything, and if they had a taste deadline, which would expire when the time was up.
To promote this campaign, we also invited internet celebrities to spread the word and benefit more people from this surprise. Our campaign was named "Now Pepsi" and aimed to provide a unique and personalized experience for the users.
TVC
Presentation Video