PEPSI

Media Planning Project

Ayush Mehta -
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History

In the beginning, Pepsi was referred to as "Brads Drink" in New Bern,

North Carolina. In 1898, Caled Bradham created the beverage at
home. Bradham first created the fountain beverage to promote
energy and aid with digestion. Due to the recipe's inclusion of the
digesting enzyme pepsin, it was later given the moniker Pepsi Cola.

Prices for Pepsi-Cola during World War 1 were higher in 1931 during
the Great Depression. The business experienced another
bankruptcy eight years later. Charles Guth, the president of Loft
Inc., thereby bought the business.
 Mission & Vision
Mission - Create more smiles with every sip and every bite. By creating
joyful moments through their delicious and nourishing products and unique
brand experiences.

Vision - The brand is committed to achieving business and financial

success while leaving a positive imprint on society – delivering what
they call Performance with Purpose.
SWOT Analysis
Strength - Second in the market for soft drink brands
Weakness - Reliant upon line extensions and is also
Reliant upon particular carbonated drinks
Opportunities - Brand is attractive to global partners and
international expansion
Threat - Strong competition and Potential health issues.
TARGET AUDIENCE

teens, young adults and early middle

age, adult consumers.
 Internet Print
10% 5%
Outdoor
10%

Media
Radio

Planning 15%

Process
Television
60%
Oye Bubbly Campaign
This campaign aims at taking forward the
concept of ''thirst'' (yeh pyaas hai badi)
through a new catch phrase ''Oey Bubbly''.
This ad campaign reiterates Pepsi's
youthful positioning, and conveys the thirst
consumers have for Pepsi.
They had many activities around the theme
''Oye Bubbly'' thereby reaching out to their
consumers from all possible platforms -
music, radio, TV, Internet and eateries.
 TVC Ad

The new 60-second TV ad comes from the insight that the thirst for Pepsi
is so intense that even inanimate objects lust for it. The TVC also
released ‘Oye Bubbly’ music video
 Radio Ad

The music video had being

shown in all major music, sports
and entertainment channels.
Pepsi has tied up with Universal
Music to cut music cassettes and
CDs of the music video. The Oye
Bubbly music video song was
being aired on all popular FM
radio channels.
 or Ad
Outdo
 Change the game campaign

This campaign during World Cup ‘Change the game’ it comprised MS Dhoni,
Virender Sehwag, Kevin Peitersen, T Dilshan and Harbhajan Singh in five
different TVCs, showcasing how a ‘Youngistaani’ has influenced their
favourite cricketing shots. Change the Game was a big idea in the context of
the game of cricket. With this campaign they inspired the youth to "change
the game', by being innovative, take risks, and do things differently even if it
has not been done before.
Internet Ad
 Outdoor Ad
Along with television, Pepsi has also created an outdoor advertisement which
consists of Dhoni, Sehwag, Raina, Kohli and Harbhajan Singh covered only with
a layer of colourful body paint. Pepsi believes that the images reflect their
energetic and unique persona on the field. Each design and choice of colour
palette has a story behind it which mirrors the athlete’s character.
 Radio Ad

The company had made 5 different song for 5 different Tvc and then
these songs were played in FM radio channels between the matches.
TVC Ad
 More Fizz More Refreshing

Pepsi has rolled out a new ad film that continues to elevate its philosophy of
"More Fizz, More Refreshing," featuring brand ambassador Salman Khan.
The new film reiterates that Pepsi is the voice and choice of the swag
generation. The campaign's core message is to encourage young people to
try Pepsi, which is now offering a more fizzy refreshing experience to
consumers.
TVC AD
Internet Ad
Outdoor Ad
 The brand needs to focus more
on Internet and print
advertisements because their
major target group spend more
time on these platforms.

Conclusion The brand also needs to

organize more events which will
attract young audience.

As radio listeners are mostly

older audience, the brand needs
to shift their focus on other
media.
Thank You