Definition of "Cocacolero":

The "Cocacoleros" are recognized by the popular soccer culture for working in the stadiums selling coca cola on the grandstand to fans.

The problem:

As a consequence of the Pandemic and the lockdown that we are going through in Argentina and the world, much of what surrounds football and helps build its mystique is still off the pitch. The most iconic example of this is the "Cocacoleros", who were without work for more than 450 days.

Objectives for Pepsi:

- Hacking the Soccer Universe in the context of the Copa América, taking over a soccer asset from our main competitor.

- Generate genuine employment.

- Develop a technology that would allow us to make a real-time match of each consumer who wanted to order a Pepsi during the game, with the neighborhood where he lived, and the location of the "Pepsicolero".

The referees are back, the players are back, football is back, but it's been more than 450 days since the Soda dealers weren't selling on the field as a result of the Pandemic protocols. To get them to deliver again during the Copa America games, we offered to switch to Pepsi. In this way, fans could cheer from home and ask for a Pepsi, and thus enjoy having them bring it to you again, just like in the stadium.

Communication Platform:

The "They're Back" campaign was conceived as a platform to entertain and engage our audience, creating a positive brand experience with the effervescent personality that characterizes Pepsi.

Through a brand experience platform that transformed each consumer's seconds of interaction into minutes, minutes into transactions, and transactions into lasting relationships due to the positive impact of this initiative.

For Pepsi, soccer is an strategic pillar or passion point through which the brand has historically worked

Rivalries are an intrinsic part of soccer folklore and from this insight we discovered a cause with cultural relevance, which we could count on with the defiant and challenger tone that characterizes the Pepsi brand.

For more than 450 days, the "Cocacoleros" on the fields have not been able to work as a result of the Pandemic and the lockdown, so we launched the idea behind the insight and offered them to switch to Pepsi.

To give the campaign an unexpected twist that amplifies the experience beyond soccer, we created a brand experience where audiences can interact and collaborate together to achieve the most anticipated return:

The players returned. The referees. Soccer is back. But they were missing: the "Cocacoleros", transforming them into "Pepsicoleros".

Communication Platform:

A comprehensive campaign was created that crossed all consumer touchpoints.

Each piece included a call to action that invited and redirected fans to the site Vuelvenellos.com.ar and to the AppBar beverage delivery application so that they can order their Pepsi, during the matches of the Argentine national team.

E-commerce platform + Sampling:

At the AppBar application and the Vuelvenellos.com.ar Site, people could order their Pepsi during the game, and receive it from the hand of the real “Pepsicoleros”.

We use Geolocation technology to make a match between the "Pepsicolero" and each neighborhood.

Employment generation:

- A source of genuine employment was generated around the activation of the campaign.

Logistics Design:

National coverage mechanism was implemented in order to fulfill the promise and reach every consumer who wants to order a Pepsi while watching a National Team match in real time.

Positive Results came back:

-The Pepsi-brand single serve platform had a growth in volume of +134.8% vs. the same month of the previous year.

-Post campaign, a mix of 13% was reached, within the volume of the brand growing +8pts vs. previous year +1pts vs. previous month, returning to the mix levels that the brand used to have before the pandemic.

The site, sampling and delivery mechanics in numbers:

-More than 100,000 visits to the site return them.com

-More than 55,000 users (either by delivery method or sampling, or who were directed to APP Bar).

The APP Bar results were as follows:

• We achieved a total activation growth of 75% compared to other match days.

• The record growth for the APP, reaching +110% .

Brand Difference: reaches + 3.834 vs 3.39 country average.

-Enjoyment: reaches + 3.67 .

-Brand Linkage: reaches + 4.10 .

-Affinity: reaches +76.91.