Jill Patterson
Jill Patterson
Account Manager at BBDO Toronto
Toronto, Canada
TitleWordplay
Agency
Campaign Word Play - Pepsi
Advertiser PepsiCo Inc.
Brand Pepsi
Tagline joyitforward.ca
Story Pepsi is encouraging Canadians to spread their joy across the country in its newest Canadian marketing campaign. Prominently featured on billboards, transit shelter ads (TSAs), in-store, on television, and on-line, the ads are fueled with the spirit of optimism incorporating the brand’s new identity. The English campaign launches across the country on June 15. A specialized French campaign launched in Quebec on June 12 to celebrate Pepsi’s unique history and heritage with the brand.
Philosophy The 30-second “Wordplay” television spot is visually identical to the outdoor media. Set to the tune of “Energy” by the group Apples In Stereo, Pepsi’s “Joy it Forward” message spreads on the small screen with bright colours, bold text and music, driving viewers online.
Problem The “Joy It Forward” English Canada campaign uses television and billboard ads that are synonymous in their look to emanate and radiate the feeling of joy. The ads use light and bright colours that intrinsically make people feel more optimistic, which then becomes infectious. Bold words and phrases in the ads use the new Pepsi “smile” logo in place of letters. “Smile More”, “Jump for Joy” and “Let’s Go” are just some of the phrases that appear in the outdoor ads, encouraging consumers to spread the joy. High-impact media placements will spread the joy by making cities a little bit brighter.
Media Type Television
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