You can download the file from the link at the bottom of the article.
Reality comes at you from various directions. Sometimes it’s serendipity, other times it’s not. The complete restructuring of the brand team at the client’s end, a week after presenting the annual branding through content route, is not something one can plan for. This was circa 2015, and Pepsi was struggling to connect with the youth, mostly because of their traditional approach to media, advertising & budget allocations. ‘Oh Yes Abhi’ as a campaign failed to impress the new generation, who were too taken by Coke’s communication, or were getting off the fizzy carbonated drink wagon for good. That was the marketing challenge – How to hold a conversation with the youth, in a way that they would find it interesting.
The clear & obvious answer was content. Subtle, entertaining, engaging content, not the kind that reeks of marketing. I have a formula for good content with potential for traction, and I use it every day. I believe good content should either – ‘Educate’, ‘Entertain’ or ‘Engage’. Any combination of either two is good content. If you have all three, you have a ‘Dumb Ways to Die’ or a ‘John Lewis – Bear & The Hare’. That’s greatness.
(Note to young creatives: Try and use this scale for the content you make for your brands, see if what you made Venn diagrams itself into any of the three, or of the three categories. It will help you stay self aware of what you are creating, and will help you sell your ideas to the clients. I cannot impress of this enough, most of the client’s trust comes from your confidence of the idea.)
Now coming back to the deck, and the idea behind it. The plan was to create a Pepsi-Verse. A universe where the Pepsi content lived, breathed and grew like any organic system. It was a place that directed the audience away from the clutter of the social media pages (This is the way fwd for all content now, but it was sacrilege in 2015, to go a client as big as this, and say, let’s get OFF Facebook, and not ON it. Let’s create our own universe of content, that people might actually be interested in consuming. Let’s use Instagram to connect, and say something worth listening to or paying attention to. The client understood. We also used the existing baggage of the brand communication to branch out from it.
(Another note to young creatives – Try and stay in the client’s comfort zone, don’t try and reinvent the wheel, unless asked. Your talent is to take what is given to you, and polish that turd in a way no one has polished a turd before. Bring to the table, a much better version of the existing than anyone expected it to be. Find value in what the brand has, and the brand will find value in what you have to offer.)
Also, you need some context, since a lot of build-up slides with market data, Analytics, Intelligence & Planning are missing in the downloadable file, for obvious reasons. They pretty much built up to the fact that, we need our own content platform, our Pepsi-verse. The strategy was to bring the youth away from their parent’s favourite social sites, and on to our own space. And since everything on our platform would be directly connected to all social platforms by default, it would be a good way to find traction on both ends, at half the marketing cost. I can go on, because i love the way this deck looks & feels. And that’s important in a world where all media is visual, or soon will be. It’s very important to make the client see what you see, what the brand will look like, what the end user will come across. It helps immensely if you show, rather than tell.
Thank you for your audience. Hope this helps.
If so, please leave a like or a comment, either here, or the place you came here from. Or not, your call. Don’t listen to anyone 🙂
Brand – PepsiCo India
Agency – IBS Unified
Planner – Manish Thanvi
Copy – Rasesh Patkar, Shivani Gairola
Art Dept – Anish Sundaran, Shruti Thakkar, Rahul Singh Yadav