Tim Welsh
VP, Managing Director at FCB
Toronto, Canada
TitleTrako Board (French)
Agency
Campaign Word Play - Pepsi
Advertiser PepsiCo Inc.
Brand Pepsi
PostedJuly 2009
Business Sector Soft Drinks, Tonics
Tagline Here, it's Pepsi
Tagline (original language) ici c'est Pepsi
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 Billboard and superboard ads in Quebec feature the evolution of the Pepsi brand with the original Pepsi cap on the left, a “refresh” logo in-between (two arrows pointing forward and backward to form a circle) followed by the new Pepsi logo on the right. “Ici c’est pepsi” (Here, it’s Pepsi) appears at the bottom.
Online, the website icicestmieux.com asks Quebecers to join others who are doing their part to brighten our world, and share their gestures by posting a picture or video to the site. The idea is that one small action can often change everything and ultimately create a movement of spreading joy.
Problem In Quebec, Pepsi is celebrating its 75th anniversary. There, the campaign centres around the evolution of Pepsi over the course of 75 years and delivers a retrospective look at the province’s heritage with the brand.
Media Type Outdoor/Out of Home
Market Canada
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