PepsiCo

Digital
Marketing
Strategy
Group: Group 13 (S3)
Abhishek Saurav UM15312
Ambarish Sarangi UM15315
Ankit Patel UM15318
Mahesh Prasad UM15333
Piyush Virmani UM15384

Company Background
1965: PepsiCo was established through the merger of
Pepsi-Cola and Frito-Lay
1970: Pepsi is the first company to respond to consumer preference with
lightweight, recyclable, plastic bottles, and introduces the industry's first two-liter
bottle

1974: For the first time, Pepsi-Cola becomes the number one cola
drink in supermarkets
1984: Pepsi-Cola makes advertising history as Michael Jackson and his brothers
usher in a new generation of Pepsi advertising in two of the most eagerly awaited
television commercials featuring music marketing. Pepsi becomes "The Choice of
a New Generation.

1985: The cola war takes "one giant sip for mankind," when a
Pepsi "space can" is successfully tested aboard the space shuttle.
1988: "Chase", a four-part Pepsi ad featuring Michael Jackson in his first-ever
episodic commercial, airs during the Grammy Awards and becomes the mostwatched commercial in advertising history

Company background
1990: The slogan for Diet Pepsi is modified to "You Got the
Right One Baby, Uh-Huh!
1996: Filming of the world's first commercial in space, Cosmonauts shoot a
large blue Pepsi can in orbit outside the MIR space station

2004: PepsiCo publishes its first Corporate Citizenship report

in the 2003 Annual Report
2009: PepsiCo introduces the first climate-friendly vending machines to the
United States

2012: Pepsi launches reduced-calorie cola innovation Pepsi

Next
2014: Pepsi introduces Pepsi Spire, a portfolio of innovative fountain
beverage dispensers. Consumers can create more than 1,000 customized
beverages with the touch of a button.

Pepsi Digital Campaigns

"BE BRAVE. BE ORIGINAL."

Online Film and Video integrated

campaign
Pepsi Max is a drink with maximum
taste and no sugar which is pretty
unbelievable. So YouTube channel was
launched to celebrate other
unbelievable feats
Unique campaign as it gave its young
audience the type of content they
wanted in a way that was relevant to
them
News networks around the world were
asking to feature the films in their
broadcasts

The designs incorporate the essence of

Pepsi the brands iconic globe
shape and the colors of blue, red and
white for a universal language that
is proprietary to the brand
The free downloadable PepsiMoji
keyboard sparks conversations with
regionally specific emoji designs,
GIFs, video and a built-in photo booth
Over 600 proprietary designs were
unleashed in multiple mediums
from over 1B bottles and cans to
sunglasses and stadium appearances
in more than 100 markets globally

Big Ideas

The Capsule Collection reflects

Pepsis storied history in pop
culture and status as a longtime
steward of creativity, while
bringing the iconic colas spirit and
brand ethos to life through fashion
Provides an authentic credibility in
global fashion and solidifying the
company as a style icon

Continuing its longstanding history

of fueling football passion around
the world.
The Pepsi team, uniting thrilling
international talent from top clubs,
will spark excitement throughout
the year
The Pepsi Max Blue Card was
created to stop boredom in its tracks
and unleash unexpected moments of
fun, while the traditional red or
yellow card might stop play, the
Pepsi Max Blue Card signals that
things are about to get exciting

Spokesperson
International/Young
Sports Star

Real Madrid FC and

Colombia

Stylish/Chic

Breakout Singer/
Songwriter

Target Audience

16-24 years old

Male & Female

Tech Savvy, Early

Adopters, Trend Setters

Budget
$ 2.4 Billion

Total marketing budget in the

last fiscal year

20-25%

digital marketing spend of the total

marketing budget

$33 million
spend

Super bowl digital marketing

Summary
Generate buzz around Pepsi Brand
Become Classy, Sexy, Cool brand to be
associated with
Integrated marketing campaign
Utilize Twitter, Instagram and YouTube as
base of campaign
Use a select few celebrities/icons to sell
the new brand image