NO MORE WASTAGE, NO MORE DRAMA

7. Commerce Kancils [7.3 Best use of Commerce (digital-led)]

Links:

https://www.youtube.com/watch?v=Hmk93B7059c

Product/Service:

Pepsi Malaysia

Client:

Etika

Brief:

THE CHALLENGEFor many years, Pepsi has been overshadowed and outspent by Coca Cola during Chinese New Year. In fact, Coca Cola's dominance had become so absolute that it became the 'face' of Chinese New Year soda.OUR OBJECTIVESTo increase 20% sales for Pepsi during the Chinese New Year period, which had been traditionally dominated by Coca Cola.

Solution:

CREATIVE IDEASAVE THE DRAMA WITH PEPSIChinese New Year commercials are notorious for their over-the-top drama, filled with melodramatic storylines and clichéd tropes that are so disconnected and out-of-touch from the occasion and the celebrants. Even Coca Cola is guilty of this. So, to stand out, Pepsi knows that the last thing Chinese New Year celebrants need during the joyous occasion is more drama, especially when it comes to their soda!STRATEGYINSIGHTChinese New Year brings out the best of prudent Malaysian shoppers. The foremost concerns for shoppers are Cost and Convenience.STRATEGYMAKE PEPSI 1.5L THE SMARTER CHOICE DURING CHINESE NEW YEARBecause Coca Cola was the undisputed market leader for canned sodas, we decided to shift the playing field by concentrating our marketing efforts to promote the sale of Pepsi 1.5L bottles.Choosing bottles instead of cans actually helps Chinese New Year celebrants SAVE MORE MONEY, because they are cheaper and give

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