Cannes Lions

The Pepsi Long Throat Campaign

INSIGHT COMMUNICATIONS, Lagos / PEPSI / 2017

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Overview

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Credits

Overview

Description

In the period of scorching heat, with the economy at an all time low, huge budget cuts, rising prices and a nation of angry youths feeling uninspired, we decided to rally-up spirits by getting everyone thinking positively and longing for more out of life. We simply tapped into local insight which birthed the concept of 'Long Throat'. Long Throat to Nigerians means longing for more which means greed.

Using a disruptive communication approach, we connected this cultural nuance with the fact that Pepsi was now giving consumers more, 20% more at the same price. After-all, more Pepsi meant longer refreshment, longer enjoyment and of course, longer satisfaction. This is why we came up with the idea to introduce the new 60cl Pepsi bottle to Nigerians as the Pepsi Long Throat bottle.

Execution

During a one week tease phase, we seeded the campaign on social media using an unbranded hashtag to get the conversation started about Long Throating for more out of life. A musician posted that she longed to be a Pepsi Star and the very next day, she was signed as a Pepsi music ambassador. This got the whole nation engaging even more.

At the peak of the excitement, our campaign broke and we revealed the new 60cl Pepsi Long Throat bottle and owned the reason behind the whole conversation. The reveal was supported thereafter on OOH, TV, Radio, P.O.S and street activation

Outcome

Pepsi CSD volumes grew by more than 25% during the campaign period.

Highest Monthly Sale Ever in just Lagos (2.2 million cases) (Average is 500 - 800 cases per city)

+55% growth across all Pepsi related PET brands (versus an average 10-20% trend)

YOUTUBE:

-Over 800,000 views in 6 weeks.

TWITTER:

-Follower-ship grew from less than 3,000, to over 40,000.

-Over 1 billion timeline impressions, with follower-ship growing from 300 to 40,000, well overtaking Coca Cola for the first time ever.

INSTAGRAM:

Over 2,000 contributors, 45 million timeline impressions. And 15 million unique reaches

Close to 100 million targeted reach was recorded on social media within the campaign period.

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