Tuesday, 27 January 2026
CAMPAIGN PROPOSAL FOR PEPSI
Campaign Title
Stay refreshed with Pepsi
---
## Brand
Pepsi
## Company
PepsiCo, Inc.
---
## Background
Pepsi is a famous soft drink brand owned by PepsiCo. It was created in 1898 by Caleb
Bradham in the United States. At first, it was called **Brad’s Drink**, but later renamed
**Pepsi-Cola**.
PepsiCo is a large food and beverage company selling products in more than 200 countries.
Besides drinks, it also makes snacks like Lay’s, Doritos, and Cheetos.
Soda like:
Pepsi (regular)
Diet Pepsi (Pepsi free-cola)
Zero-sugar (low calorie-cola)
Pepsi is known for being **fun, youthful, and modern**, often using music, sports, and
celebrities
⸻
Campaign Overview
Title:
Pepsi 1-Year Integrated Campaign Scope
Objective:
• Strengthen Pepsi’s youth-first positioning
• Increase cultural relevance vs competitors
• Drive awareness, engagement, and sales over 12 months
Campaign Approach:
• Phase-based execution
• Culture-led, digital-first, youth-driven
⸻
: Phase 1 – Transformation campaign
Objective:
Build internal alignment and pre-launch excitement.
Key Activities:
• Internal campaign launch & employee engagement
• Sales and retail team training
• Campus ambassador & creator onboarding
• Teaser content on social media
• Retail readiness & visual merchandising planning
Key Outcome:
Strong internal belief + early consumer curiosity
⸻
Phase 2 – Main Campaign Launch
Objective:
Create mass awareness and cultural impact.
Key Activities:
• Hero TVC / digital film launch
• Celebrity + creator collaboration
• Music, sports & campus activations
• Limited-edition Pepsi packaging
Key Outcome:
High visibility, strong recall, sales uplift
Phase 3 – Sustenance
Objective:
Maintain momentum and build long-term loyalty.
Key Activities:
• Always-on digital & social content
• User-generated content challenges
• QR-code based engagement on packaging
• Seasonal & festival promotions
• Loyalty and repeat purchase programs
Key Outcome:
Sustained engagement and brand affinity
Strategic Impact:
• Pepsi positioned as a culture-first brand
• Stronger youth connection than competitors
• Long-term relevance beyond a single campaign
“This campaign builds belief internally, creates cultural impact at launch, and sustains
relevance through continuous engagement.”
## The Task
Create a marketing campaign for Pepsi that attracts young consumers and strengthens its
image as a **fun, energetic, and modern brand**.
The campaign should:
* Increase awareness among young people
* Encourage engagement on social media
* Show Pepsi as a refreshing drink for everyday moments
* Help increase sales
---competition overview
PepsiCo main competitors is Coca-cola
Coca-Cola is built on nostalgia and timelessness — and they do that extremely well. Pepsi’s
opportunity is different.”
“Pepsi owns the present and the future. Pepsi has always been more experimental, more pop-
culture driven, and more connected to youth expression. I’d lean into that by making Pepsi a
culture-first brand, not just an advertising-first brand.”
“That means moving faster than competitors — working with emerging creators instead of only
big celebrities, launching limited-edition products tied to music, gaming, or campus culture,
and using digital platforms to co-create with consumers rather than talk at them.”
“As a student, I see how Gen Z responds to authenticity and participation. If Pepsi builds
platforms where young people create with the brand — not just consume it — Pepsi becomes
relevant in a way Coca-Cola can’t easily replicate.
## Target Audience
* Young people aged **16–30 years**
* Teenagers, college students, and young professionals
* Active on **social media** like TikTok, Instagram, and YouTube
* Interested in **music, sports, entertainment, and trends**
* Looking for brands that match their **lifestyle and personality**
---
## Campaign Objective
* Increase **brand awareness** among young people
* Make Pepsi more **popular and exciting**
* Increase **social media engagement**
* Encourage consumers to choose Pepsi over other drinks
* Increase **sales** during the campaign
---
## Consumer Insight
Young people like brands that are **fun, modern, and relatable**.
They enjoy sharing moments online and want products that match their **lifestyle**.
They avoid boring or old-fashioned ads and prefer brands that make everyday moments
**exciting**.
---
## Key Message / Big Idea
**“Pepsi makes every moment more refreshing and fun.”**
Pepsi is perfect for:
* Hanging out with friends
* Listening to music
* Watching sports
* Relaxing or celebrating
It is not just a drink, but a part of **everyday fun moments**.
---
## Creative Strategy
* Use **fun and energetic content** that young people relate to
* Short videos for social media (TikTok, Instagram, YouTube Shorts)
* Music, dance, and lifestyle content
* Influencers and young creators
* Bright colors and modern visuals
* Focus on **real-life moments** where Pepsi adds fun and refreshment
---
## Media Strategy
**Digital:**
* Social media campaigns
Budget
PepsiCo Worldwide
• PepsiCo spends multi-billion dollars annually on advertising and marketing across all
its brands (including Pepsi, Tropicana, Gatorade, Lay’s, Doritos, etc.).
• In 2023, PepsiCo reported total **advertising and other marketing expenses of about
$5.7 billion worldwide — with advertising alone around $3.8 billion.
This is not just Pepsi soft drinks — it includes promotional spend across PepsiCo’s entire
beverage and snack portfolio
Group project contribution 6000 each
Clothes 32000
Printing of clothing/Flyers 17000
Transportation 4000
Pepsi 5500
Printout 13,400