Pepsi global television commercial used showing that after tasting Pepsi, life can change.

TV and radio campaign: Make consumers aware/inform of Pepsi Challenge.

Function: Quickly build high awareness

Non-standard TV action: Association with "beach project" events on TVN (one of the main stations in Poland)

Function: Build Pepsi Challenge credibility

Digital campaign: Broad communication on display, social, VOD, SEM, mobile and non standard activation

Function:

Display - building reach in digital channel (high affinity in TG)

Social - engagement and awareness on Facebook. Voting application - giving consumers possibility to vote for the city which Roadshow could visit. Photo and video relation from events published on Facebook.

VOD - building up unique reach to television commercial

SEM - informational

Mobile - Geotargeted invitation to Roadshows

Non-standard - Building engagement by preparing a contest of creating your own blind test video

Roadshows - 28 Pepsi Challenge events

64% of Poles chose Pepsi taste in Rodshows

87,014 consumers have taken the Pepsi Challenge on 28 Roadshows

Communication reached 90% of TG

Online activities delivered over 80MM ad impressions, reaching 12M unique users. 70% of all Polish internauts have see our communication.

Facebook:

16M+ impressions. Overall reach 6.9M unique users. 50,888 new fans. Communication received 83,961 people, engaged over 59,203 — the highest in the beverages category.

Campaign CTR was 2.34% (FMCG benchmark 1.27%)

KPIs:

Brand consideration +34%

Has real cola taste +30%

Taste better than others +15%

Highest volume/value market shares since 3/2 years