Pepsi turns Scotts blue

Singapore - Pepsi-Cola has rolled out an outdoor campaign at Scotts underpass in a bid to drive awareness of the launch of its new pack designs.

The global 3D marketing campaign, which highlights the changing faces of Pepsi and will be seen via TV, radio, OOH advertising, print, packaging and online media, is in line with its global brand philosophy of brand-consumer interaction. Tagged ‘one life, endless possibilities', the creative features a rotation of the new can designs and utilises four-sheet posters, vinyl stickers and 2D pop-ups of Pepsi cans to reflect the changing interests of audiences and youths' interest in issues such as change, discovery, connectedness, personalisation and multiculturalism.

The Singapore-leg of the campaign will run till 29 May and is targeted at youths aged 16 to 25 years old.

"Outdoor was chosen as a medium to support this launch as it allowed Pepsi to showcase various can designs in high-traffic areas. Given that the creatives are highly graphical in nature and canvasses various youth interests, a dedicated outdoor location gave Pepsi the opportunity to ‘own' a segment of town to fully immerse consumers in its new philosophy. This site at JCDecaux Scotts Underpass was chosen because of its proximity to areas of town frequented by the youth, commands a high-traffic footfall and the opportunities to wrap an entire area in Pepsi's new look," Frances Alvarado, account manager, BBDO Singapore said.

Media placement duties were handled by Mindshare Singapore while BBDO oversaw creative.

In other news, JCDecaux Singapore MD Ashley Stewart will replace Hong Kong-based JCDecaux Texon CEO Shirley Dirkin who is leaving in June to pursue personal goals, as reported in Marketing Hong Kong's 11 May bulletin, ‘Stewart to head JCDecaux Texon'.