Situation:

In 2020, Pepsi & Coke Were Tied In The Same Place ‘Associated With Music’.

• Pepsi With A Strategic Focus On Music With VPOP Stars, RAP VIET Show And

Black Pink, Has Contributed To Make Pepsi Surpass Coke In Distinction in 2021.

• Then Coke Started to Step Into GenZ Music With Aggressive Investment In Coms

But ‘Tactical’ - Music Theme Promo And Clutter MV,

Brief

First time ever! PEPSI created a digital Music platform where GenZ generate their own superstar music version with AI support.

Objectives

• Sustain Our Leadership in “Association with Music”

• Strengthen Distinction By Our Fizzy Way With Music As A Connection, A Bond With GENZ

We start with a song composing mnemonic line of Universal Music which encourages

GenZ to do everything in a big way, Based on the song, different lifestyles context of GenZ are featured. In Pepsi Music World, all can be superstars!

Entrance for GenZ to step into PEPSI Music World via QR code on aspirational LTO collection

First time ever! PEPSI created a digital Music platform where GenZ generate their own superstar music version with AI support.

Established A Long-Term Platform for PEPSI – My Music My Way, In Which GenZ Not Passive Listeners, But Active Music Creators.

Implementation:

First time ever! PEPSI created a digital Music platform where GenZ generate their own superstar music version with AI support. Established A Long-Term Platform for PEPSI – My Music My Way, In Which GenZ Not Passive Listeners, But Active Music Creators.

Timeline:

April 04, 2022 - June 3rd, 2022

Placement

Facebook, Tiktok, Digital Ads Banner

Scale:

Nation wide (Vietnam)

Business Performance

+24% YTD vol growth

+ 2.5% YTD vol share in cola segment

+ Highest RMS within 3 years

(Mar 0.57, Apr 0.58, May 0.49 vs 0.44 FY21)

Response Rate

Among Pepsi Campaigns (546k Engagement and 12,000 songs generated with PEPSI music box)

Impression

Ad recognition (+16% vs country norm) & Brand recall (+18% vs country norm)

Implicit Affinity

(0.11 vs 0.04 in 2021)