DDB ROMANIA, Bucharest / PEPSI / 2021
Situation: Locally, Pepsi is known to be the choice of the free-spirited, since it was the first-cola brand since 1966 - it represents progress and Western values. A contemporary brand with a strong legacy - this definition has product embodiments: the modern and the vintage glass bottles.
The Brief: Put the vintage and the modern glass bottles in the hands of the end-consumers while giving them a reason to consume in their homes with the same joy that would have done on-premises.
Objective: Generate a cultural momentum that compensates HoReCa's downfall and creates the need for in-home glass bottle consumption.