PepsiCo
The brief
Premiumize PepsiCo’s Future Brands portfolio (Naked Juice / Alvalle Gazpacho) with a different approach than mass marketing. Drive awareness as distinctive lifestyle brands in the crowded health drink markets, most relevant for consumer’s lives. Get liquid to lips.
The idea
We pitched a niche target audience PR plan consisting of Future Brand ‘powered by’ social events. These events were hosted at the hip and trendy locations, known to be popular among our target group, with influencers and cultural topics they could identify with. Enhancing the reach by x1000 by using the demographic data of our visitors, to launch a look-a-like social - and paid influencer campaign with the branded content shot at the events. Then we stole their hearts with a catered taxi ride, taking them to the exclusive sport gyms, bars and clubs of our high end target audience with whom we wished to collaborate and with whom we directly made the introduction.
My contribution to a team effort
PR strategy / Core creative concept / Social media component / Creating and presenting pitch presentation.
