Red Passion
Campari
We provided solutions to Pepsi with
Localising an International Brand Campaign
Simonds Farsons Cisk plc
Pepsi Zero is a low-calorie, sugar-free cola, distributed locally by Simonds Farsons Cisk, a leading local group of companies focused on the brewing, production, sale and distribution of branded beers and beverages.
Adapting an international campaign to a local market requires a strong knowledge of how to best reach the desired audience with specific elements that have already been created.
Whilst the Concept Stadium team typically creates campaigns from ideation stage, this campaign provided an interesting challenge. With Pepsi’s international brandstatus, the brief for the Creative Agencies worldwide was to use visual assets created by the brand and then disseminated to franchisees around the globe.
The Commercial Creatives adapted the assets and visuals to a variety of promotional collateral, including out-of-home advertising such as billboards and bus shelters; and in parallel a number of in-store promotions for leading supermarkets. Promotion was also done digitally via a social media campaign, predominantly on Facebook, and Google Display Ads on leading local and international websites.
During the traditional Annual Beer Fest organised by Farsons Group, the Commercial Creatives also crafted a Pepsi Taste Challenge Activation, whereby blind tasting of colas took place in order to determine consumer preference. The outcome provided a perfect platform for follow-up brand-focused messaging on out-of-home media.
Concept Stadium adapted our campaign assets across multiple channels, from billboards to in-store promotions and digital advertising. Their strategic execution and engaging Pepsi Taste Challenge activation at the Annual Beer Fest created a seamless, impactful brand experience. Their ability to integrate traditional and digital marketing ensured maximum visibility and consumer engagement.
Kristianne Azzopardi – Brand Executive
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