Cannes Lions

PEPSI

BBDO GUERRERO, Makati City / PEPSICO / 2011

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Overview

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Credits

Overview

Description

Pepsi was being outspent by competitors. So instead of cash, the brand used plastic, turning old bottles into a new kind of school: The Pepsi Bottle School. Volunteers used an eco-buidling technology developed at MIT to construct a building that is lighter, cooler and stronger than the typical low-cost classroom.

The choice of using recycled plastic bottles aligns perfectly with the brand promise of 'Sarap Magbago' (Change Tastes Good). Pepsi partnered with the charity, MyShelter Foundation, to fund the design, construction and materials- collection for the first bottle school. Volunteers were recruited through TV commercials, events in key cities, a website and Facebook page. The construction was covered on national TV networks and press. As a result, eight new classrooms are being planned around the country.

Execution

TV commercials drove Pepsi's core audience of 17 - 21 year olds to the campaign website (sarapmagbago.com). A Facebook community page (facebook.com/pepsisarapmagbago) encouraged people to join The Pepsi Bottle School project. Collections were spurred by massive fun runs in two cities - with old bottles as the price of entry.

Collection bins were established in central locations and in several schools and colleges. Numerous building sessions involving young volunteers resulted in the successful construction of the first classroom. Subsequently press, PR and editorial coverage on national TV networks drove interest in the project and led to greater involvement in the community.

Outcome

The environment and education are the top two concerns among our audience and this campaign provided a way for them to positively get involved in both issues. Over 30,000 people supported the project, from bottle collection to school construction. All major newspapers and TV networks in the country covered it, earning millions of pesos in free coverage. The success of the first bottle school in the Philippines has paved the way for eight additional classrooms to be built. Together with other initiatives, Pepsi has now clearly established a distinctive presence in this space. And in a period of declining market share for the cola brand leader, Pepsi grew share by 2%, which is significant given the scale of the market.

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