Pepsi is aiming for precision whereas preserving scale with a brand new efficiency advertising and marketing marketing campaign selling its Zero Sugar cola. The trouble, which launched this previous week throughout TV, digital and radio, leverages information and voice-over to customise greater than 70 items of inventive, with plans so as to add iterations on the idea all year long.
With “Zero Sugar, Zero Compromise,” the gentle drink marketer is angling to have interaction a selected set of consumers — males of their 30s and 40s — who’re making the swap to sugar-free soda and likewise feeling stretched skinny as they juggle duties with work, household and the broader challenges of the pandemic. The guiding theme is that low-calorie soda is one space the place males do not should compromise, with Pepsi aiming to amplify that message throughout moments all through the day when trade-offs are probably the most obvious, like throughout a date evening that consists principally of driving to the take-out window.
“We’re getting very granular with our media purchase,” stated Todd Kaplan, vice chairman of selling at Pepsi. “What are these elements via his day the place he is compromising and the way do these sew to precise media behaviors?”
Pepsi analyzed its inside information and matched the findings to Google Viewers Insights to establish and validate each the behaviors it was searching for in its viewers (the marketing campaign targets everybody from hockey followers to late-show viewers and avid gamers) and likewise the right context to achieve these shoppers. A late-show viewer, for example, is likely to be going to mattress early and testing clips of James Corden on YouTube as a substitute of TV.
The model then tapped Google’s Director Combine expertise to pair dozens of various voice-over recordings to its video asset, which is constant all through the marketing campaign, depicting a can of Pepsi Zero Sugar getting cracked open and poured earlier than the advert shows “Zero Sugar, Zero Compromise” and Pepsi’s “That is What I Like” tagline.
“We have been taking part in on this personalization area and we have seen that marketing campaign efficiency is actually positively impacted when we now have personalized messaging,” stated Caitlin Coburn, director of name engagement at Pepsi. “That is actually only a double-down on that technique.”
At all times-on strategy
Pepsi is making an attempt to keep away from blanketing media with “Zero Sugar, Zero Compromise,” with the granular strategy meant to create a deeper emotional reference to shoppers. That is the primary time Pepsi has used voice-over as the important thing personalization lever in its work with Google, although the 2 firms have a long-standing partnership, per Coburn. The model on the similar time is seeking to keep away from overexposure, the place its goal demographic is bombarded with the identical inventive as they swap between completely different channels.
“We’ll be managing frequency on this one for positive,” Coburn stated. “What’s enticing about having a number of this dwelling inside Google’s ecosystem is that we are able to [manage] the quantity of people who find themselves being uncovered to the identical inventive.”
The marketing campaign is operating on some conventional channels, like TV and radio, the place real-time adjustments are harder to make. However Pepsi is hoping that the impression is just like digital outreach given the broad give attention to data-driven advertising and marketing.
“We’re actually cherry-picking programming and genres and issues like that and trafficking on a program stage,” Coburn stated. “It is much less automated nevertheless it’s definitely being knowledgeable by the identical stage of information.”
Pepsi will proceed to evolve the messaging behind “Zero Sugar, Zero Compromise” as related cultural occasions for the product crop up. Activations are deliberate for the NFL Draft in April, however the simplicity of the marketing campaign ensures Pepsi can keep reactive to unexpected developments as nicely.
“Whether or not it is based mostly on real-time issues we’re seeing and we wish a fast flip … we are able to construct extra fairly shortly,” Kaplan. “Voice-over is a reasonably simple factor to do. You are able to do it remotely and you’ll pop it in fairly fast.”
A heavy push behind Pepsi Zero Sugar comes as zero-sugar drinks turn into an more and more necessary a part of father or mother firm PepsiCo’s progress technique. Gatorade Zero jumped previous $1 billion in retail gross sales final 12 months, whereas zero-sugar variants of Pepsi and Mountain Dew, together with glowing water model Bubly, delivered a mixed $750 million in retail gross sales, in keeping with govt estimates shared on a name discussing fourth-quarter earnings earlier this month.
“That is an always-on form of strategy. It’ll be on all year long,” Kaplan stated of the most recent Pepsi Zero marketing campaign. “It is such a essential progress space for us as a model and we expect that is such a wealthy marketing campaign.”