People spend long hours on their phones. That’s why overheating remains a problem. So, Pepsi has pioneered a media innovation, leveraging their experience in refreshing, the brand has integrated their solution into mobile devices, through the introduction of digital ads in the form of fridges within them. Pepsi has transformed advertisements into practical tools, now, when confronted with overheating issues, users can simply activate the Pepsi ad, providing their device with a cooldown. This approach delivers a revitalizing experience for your phone, optimizing the convergence of media and innovation, supported with a digital media ecosystem to enhance the message.

You know how people can get super creative when they face a problem? Well, when phones start heating up, some people go for a wild fix – they stick them in the fridge! It sounds totally crazy, but it's a thing, believe it or not. Back in 2023, phones were dealing with some serious overheating issues, and the whole world seemed to be talking about it on social media. Now, if you scroll through TikTok, YouTube, or Instagram, you'll find tons of videos of people trying out this wacky solution: putting their phones into fridges.

Situation: 

People hate when phones overheat. They just want to stay connected to the digital world, having a great experience without interruptions. 

Brief: 

But we knew they also hate ads. So, how could we create an ad they would like to watch repeatedly to showcase the refreshing attribute of our product? 

Objectives: 

Refresh at least 3 million phones through our content, reach more than 140.000 interactions in our ads and increase our awareness by 25%.

People are constantly battling a problem: phone overheating. Whether you're deep into a gaming session, binge-watching, or trying a download, that overheating notification usually pops up. Thats why Pepsi's got something fresh, and it's not your regular old fridge.

Introducing “Phone Coolers”. An ad that emits a sound with a cool, constant longitudinal frequency that mimics the soothing sound of a real fridge, but with a twist, it stirs up the air particles inside your device, giving it the breath of fresh air to cool down.

And not just functional but stylish too, with many designs, popping up all over TikTok and Instagram Reels, adding coolness to smartphones worldwide. Our digital coolers are here to save the day for anyone battling overheating in their smartphone. So next time your phone starts feeling the burn, just reach for the Pepsi Phone Cooler and let the freshness take over.

1- Create an ad that resonates with viewers and leaves a lasting impression of our product. 

2- Our digital coolers were executed on TikTok and Instagram Reels, targeting young people who prefer mobile devices for gaming, watching movies, streaming, and living in cities with high temperatures—activities and circumstances that often lead to phone overheating over extended periods of time.  

3- Each cooler not only refreshed phones but also encouraged people to refresh themselves with Pepsi.  

4- Additionally, out-of-home (OOH) pieces were placed in front of universities and locations where young people spend most of their time. 

- We created various designs for our coolers, which were featured on TikTok and Instagram Reels in videos lasting 30 seconds. These videos refreshed phones when they appeared and played on the screen. 

- For two months, these coolers were showcased on social media, targeting young people interested in gaming, watching movies, or streaming from their phones. This campaign also targeted cities with high temperatures. 

- The same coolers were featured in OOH media, positioned in front of places where young people spend their time, including universities. 

- Content creators who typically use their phones for extended periods participated in amplifying the news and inviting people to try out and use the new Pepsi Phone Coolers. 

-More than 6M phones refreshed (unique users). 

-Positive sentiment was refreshed by 70%. 

-Engagement rate increased by 79%. 

-The campaign reached 64.402.171 impressions. 

Smartphones overheating remains a problem. Recognizing this, Pepsi has pioneered a media innovation, leveraging their experience in refreshing beverages, the brand has integrated their solution into mobile devices, through the introduction of chill fridges within them, Pepsi has transformed advertisements into practical tools that our audience can reach through their phones. Now, when confronted with overheating issues, users can simply activate the Pepsi ad, providing their device with a cooldown. This approach delivers a revitalizing experience for smartphones, taking into account the daily usage, we made the smartphones our most important channel.