PEPSI HOMEMADE
Agency: Kettle | Role: Visual Design and Art Direction
Vibrant social content, engaging interactions, and a Webby nomination. Pretty good way to spread the word about Pepsi’s bubbly new product.
MICROSITE
SOCIAL POSTS
BANNERS
PITCH
When pitching Sodastream, we were asked to develop a concept that spans paid digital, PR, and social. To make a big splash and pique the interest in Pepsi HomeMade. Our objective was to drive trial of Pepsi HomeMade among MMO (make-my-own) early adopters and SodaStream enthusiasts.
Insight: Your preferences vary from hour to hour – sometimes you’re in the mood for a mildly bubbly beverage, and other times you want a drink that’s fizzy as can be.
Idea: Pepsi HomeMade lets you personalize the carbonation of six Pepsi brands, so we’ll create a campaign that celebrates the wide range of bubble levels you can couple with your favorite flavors of soda.
Execution: We’ll craft a custom site featuring several fun, interactive scenarios. Choose one of the six Pepsi HomeMade flavors to change the color palate of any scene. Turn up the bubble dial and watch everything from the furniture to the people in the frame transform into bubbles. And play with scenarios to find a combination that unlocks a high value coupon – or a grand prize: an all expense paid trip to the world’s preeminent bubble hotel in France.
Insight: For the first time ever, your favorite Pepsi products are yours to craft and control at home. And that’s seriously major news.
Idea: Since you’ll now be able to make your own Pepsi, we’re giving you a say in how we launch one of the biggest soda innovations in decades. We’ll ask users to tell us how excited they feel about Pepsi flavorings finally being available for Sodastream – then we’ll use those responses to craft entertaining digital content that’s truly “Created By Us. Made By You.”
Digital Execution: We’ll build a website with a video that asks users to share their enthusiasm about Pepsi HomeMade’s availability with the understanding that their responses will inspire a hilarious digital spot. We’ll provide suggested responses like Pepsi for SodaStream makes me feel: “Happier than a box full of puppies” or “Cooler than watching two dolphins high five.” An input field will allow users to share their own thoughts. We’ll offer Pepsi HomeMade high value coupons to every user to incentivize them to participate. We’ll build up to the release of our video with teasers and PR support, leveraging celebrities/influencers as a means of crowdsourcing.