Cannes Lions

THE PEPSI NEXT MACHINE

CLM BBDO, Boulogne-Billancourt / PEPSICO / 2013

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Overview

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Credits

Overview

Description

Pepsi launches Pepsi Next, the new Pepsi with 30% less sugar but with a sensational taste. Blind-tests show that a majority of consumers prefers this new Pepsi to Coca-Cola.

Problem:

Coke has 98% of market share in France. In French consumers minds Cola=Coke.

To reach as many French people as possible, we developed a never seen before vending machine with an innovative mechanism: to receive a can of Pepsi Next consumers don't have to insert money but an empty can of Coke

We placed it in a highly frequented mall to create incitement around the Next Machine. The revolutionary design aimed to catch people’s attention and the innovative mechanism to create interest in Pepsi Next. But a large-scale event isn’t enough. Our goal was to expend the experience and spread the Pepsi Next launch across France via a viral video

Execution

Nothing new ever happens in the cola category. Consumers are not desperately waiting for a new cola. They just drink Coke without thinking twice. They wouldn't have ever thought of trying the new Pepsi Next and comparing its taste with the taste of Coke.

The idea is simple yet powerful as it brings Pepsi Next to consumers who never see Pepsi products. Its major strength is that people cannot resist trying this one time experience and therefore compare the taste of the two colas.

Outcome

In a country dominated by Coke, Pepsi Next has made its place on supermarket shelves, in bars and restaurant. But most importantly, it has made its place in consumers minds.

Soon, other european countries are going to launch Pepsi Next with the Next Machine.

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