The PR campaign was one of the instruments in frames of Pepsi Retro 360 degrees campaign.

The task was to support Pepsi in NY period – when Coca-Cola activity traditionally is very aggressive.

We were challenged to warm up the consumers` interest in the non-standard activity period for Pepsi, making them talk about the brand, thus increasing brand`s knowledge and preference.

On the one hand, the elections period in Ukraine, with famous political faces and their promises, from the other hand – traditional New Year holidays with Santa and Coke`s train of happiness; common holiday spirit, and corresponding activities, such as meetings with family, meals together, communication of youth with parents etc.

The company emphasizes that our life today is and always was full of beautiful things and bright pleasant moments, and Pepsi, as the first brand in Ukraine and Soviet Union, reminds the consumer about that, - both to youth and to older generation. Thus Retro theme and the assets of Pepsi appearance history in Ukraine and Soviet period was chosen as communication theme of the campaign.

Relevance to TA: the nostalgia of older generation for Soviet times, and high interest to retro topic from the youngsters.

In frames of campaign the idea was specially adapted for special places:

OOH:

In Donetsk – the capital of one of the main Ukrainian football club – the boards with the historic photos of the football team and its legendary coach were placed;

In Kyiv – the citylights with old photos of the most known Kyiv places;

PRINT :

Playboy magazine – using the one of the 1st Playboy images on the cover.

CINEMA:

Posters in cinemas: adaptation the photos with original content for cinema themes.

HoReCa:

The adaptation of retro-theme in some restaurants whose names has connection with nostalgic times of 70-80's.

Growth sales and image indicators:

1.Sales growth Nov 2012 vs Nov 2011 - by 19,1%

2.Volume share growth by 4,8% (Dec 2012 vs Sept 2012)

3.Loyalist - increased by 13% (Dec 2012 vs Oct 2012)

Wide response in media, social networks: generated articles, posts, comments; word-of-mouth discussions

Earned media:

more than 400 000 media impressions