Pepsi Zero had launched a series of successful campaigns signing different Chileans as faces who, daring to do things differently, had succeeded in their fields (Paloma Mami, Samiss Reyes, Ben Brereton). For the new campaign, we wanted to follow this recipe. The problem: It was getting harder and harder to find local idols who reflected the brand's ethos of "Dare to go for more."

We had to exceed the expectations created through the success of previous campaigns at a time when idols or relevant characters who represented the brand spirit of daring to go for more were scarce.

Time and time again Ibai Llanos made several calls during his streams to a brand in particular for a collaboration, one of the biggest streamers of the moment wanted to work with the brand that dares to do things differently: Pepsi. In Chile we took care of that responsibility and with the help of Ibai we set out to show the world everything that makes Chile unique.

Because let's be honest: Within Latin America, the culture and vocabulary of Chile is something very particular.

No one in Chile could foresee that Ibai (the streamer of the moment) would appear in mass and digital media alike, calling for all Chileans to join the immense task of showing what makes Chile unique.

But thanks to Pepsi this was possible with a strategy that positioned Ibai in all relevant media for the youth and not-so-youth audience (targeted based on their interests and affinities with and without the soda brand) that Chile has.

With content that sought to echo Ibai's great call to all Chileans: Dare to do more.

While all the spotlights stayed with the mass media campaign, the real differentiation of PEPSI | IBAI was content that was developed for TikTok and other social networks.

This campaign showed IBAI discovering Chileans who dare to do more, with him learning local slang and everything about the country’s typical foods.

That is why the commercial was only the beginning, because we extended the story throught different contents for social media that showed how IBAI was discovering Chile through its customs.

We created ASMR pieces, a translator where he explained languages and we also co-created content with NANO videos, a famous viral content creator media in the country.

+11MM Youtube Views

+14MM TikTok Views

142% View time v/s Benchmark Latam

Lift. 88.8% above the industry benchmark in Purchasing Int. for 18-24 year olds