Pepsi has unveiled a marketing campaign to promote its new-look logo and packaging in the first major update since the logo was created during World War II.
The Hit Refresh campaign includes a heavyweight outdoor advertising presence and a social media ‘scavenger hunt’, where consumers can win one of 101 Pepsi Refresh EFTPOS cards loaded with $250.
There are over $25,000 worth of Pepsi Refresh cards being given away. The Hit Refresh to Win promotion is taking place through 101 hunts over 40 days in eight cities around Australia starting from this week and requires consumers to follow Pepsi’s Twitter or Facebook pages.
Consumers will be able to spend the money to “refresh” their lives, anywhere that has EFTPOS facilities.
In a partnership with MTV, the outdoor campaign features MTV hosts Erin McNaught and Darren McMullen. MTV has also produced TV ads featuring the two which are airing on the entertainment channel as well as VH1, Network Ten and Nine’s digital channel Go!.
Pepsi’s global positioning “Refresh Your World” aims to reflect the redesign of the Pepsi packaging across the four Pepsi brands – Pepsi Max, Pepsi, Pepsi Light and Pepsi Light Caffeine Free.
In the US, it has launched the Pepsi Refresh Project. At the end of last year the company made the decision to end its 23 year ad placement during the Superbowl, instead launching the $20m social media Pepsi Refresh Project.
Australia has been the first market to launch the new packaging outside of the Americas.
Paul Hyde, senior brand manager carbonated, PepsiCo Beverages said once the current campaign comes to an end, it will be looking at new marketing opportunities.
“We’ll certianly be keeping a really close eye on how this one develops [the Pepsi Refresh Project in the US]. There is potential for us to consider it here,” he told Mumbrella.
Client: Paul Hyde, senior brand manager carbonated, PepsiCo Beverages
Media buying: EightyK’s
Media Partner/TVC Creative Direction & Production: MTV Australia
Outdoor: Clemenger BBDO (Art Director – Ben Alden, Copywriter – Alex Quinlivan, Photographer – Garth Oriander)
Digital and social media: Amnesia Razorfish (Creative – Toby Caves)
Promotional activation: Tango Communications