We needed to reach rapid brand awareness, aimed fundamentally at obtaining an immediate demand of the distribution channels and, consequently, mass product trial by the consumer.Pepsi Twist meant the offer of a new touch of flavour to the traditional soft drink, enriching the classic formula with a bit of lemon. A coded message in a very simple equation turned into the fundamental campaign theme: Pepsi Twist = Pepsi + Lemon.

This special campaign saw the use for the first time of a completely new TV format in the Spanish market.The OMD team worked hard with national TV channels to obtain, first, the approval to start the project and then to successfully resolve all negotiations with the production teams of every TV programme selected.Finally, our team came to an agreement with the best-known TV presenters to involve them in the action and to achieve seamless integration of creativity into their programmes.

OMD supervised all the scripts and the various recordings of all the different executions.

For the first time in Spain, two national TV networks, Antena 3 and Tele 5, broadcast animated supers interacting with the most popular faces in their programme schedules.OMD used the Johnny Twist character, the star of Pepsi’s conventional campaign, to develop an unprecedented solution for launching its new product, Pepsi Twist. We succeeded in making Johnny Twist an almost ubiquitous character, who might show up at any time during the programme, always likeable and friendly.