Hardcopy Ad

8/3/2019 Hardcopy Ad

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PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the countrys

leading food and beverage companies. One of the largest multinational investors

in the country, PepsiCo has established a business which aims to serve the long

term dynamic needs of consumers in India.

PepsiCo India and its partners have invested more than U.S. $1 billion since the

company was established in the country. PepsiCo provides direct and indirect

employment to 150,000 people including suppliers and distributors.

PepsiCo nourishes consumers with a range of products from treats to healthy

eats, that deliver joy as well as nutrition and always, good taste. PepsiCo Indias

expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda

and Mountain Dew, in addition to low calorie options such as Diet Pepsi,

hydrating and nutritional beverages such as Aquafina drinking water, isotonic

sports drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks

Tropicana Nectars, Tropicana Twister and Slice. Local brands Lehar Evervess

Soda, Dukes Lemonade and Mangola add to the diverse range of brands.

PepsiCos foods company, Frito-Lay, is the leader in the branded salty snack

market and all Frito Lay products are free of trans-fat and MSG. It manufactures

Lays Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks

under the Kurkure and Lehar brands. The companys high fibre breakfast cereal,

Quaker Oats, and low fat and roasted snack options enhance the healthful choices

available to consumers. Frito Lays core products, Lays, Kurkure, Uncle Chipps

and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and

all of its products contain voluntary nutritional labeling on their packets.

The group has built an expansive beverage and foods business. To support its

operations, PepsiCo has 43 bottling plants in India, of which 15 are company

owned and 28 are franchisee owned. In addition to this, PepsiCos Frito Lay foods

division has 3 state-of-the-art plants. PepsiCos business is based on its


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sustainability vision of making tomorrow better than today. PepsiCos

commitment to living by this vision every day is visible in its contribution to the

country, consumers and farmers.

Performance with Purpose

Performance with Purpose articulates PepsiCo India's belief that its businesses

are intrinsically connected to the communities and world that surrounds it.

Performance with Purpose means delivering superior financial performance at

the same time as we improve the world.

To deliver on this commitment, PepsiCo India will build on the incredibly strong

foundation of achievement and scale up its initiatives while focusing on the

following 4 critical areas that have a business link and where we believe that wecan have the most impact.


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Pepsi My Can

In 2007 PepsiCo unveiled its stylish Pepsi My Can a unique packaging

innovation that glorified the experience of drinking Pepsi in a whole new way. A

cool, on-the-go option, My Can has became a popular choice for todays younggeneration as it marries style with convenience and gives youngsters a platform

to express themselves by reaching out to the individual in each of them. An

offering that represents the Nayi generation ka naya style, Pepsi My Can has also

been attractively priced at Rs.15/-.

Pepsi has created many innovative and powerful

communication platforms to create excitement for its young consumers.

An iconic brand, Pepsi has always been the quintessential soul mate of

the youth. It mirrors their dreams and aspirations, speaks their

language and helps fulfill their desires. In todays day and age, it is

indeed true that we all are actively choosing things that fit into our

lives and help enhance our cool quotient. The Pepsi My Can reiterates

this need and fits our life in an amazing way.

Pepsi always has a knack of knowing the pulse of the youth and this time too it

has not failed to surprise us Pepsi My Can reflects the youths need to be different and to be heard. My Can gives voice to their desire for

self ex-pression and is aimed at reaching out to the individual in

each one of us, said Ms. Punita Lal, Executive Director (Marketing), Pepsi Foods

She added, Its a cool new pack and we are extremely excited about

this launch. We believe that this pack will rewrite the rules for the

category.

Corporate Analysis


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A rendezvous with Mr. Nitin Chenai, Sales Manager (South Mumbai), Pepsi and

a telephonic conversation with Ms. Shrisha, the new canned Pepsi was directly

targeted towards the youth with the cool quotient factor being its prime

highlight.

The introduction of the all new can was as a result of the inconvenience that glass

bottles caused to consumers as well as the manufacturers. Constant splintering of

bottles resulted in greater investment on the manufacturers front. For the

consumers, the bottle could not be a companion through the course of their

journeys to college, workplace etc. The can swiped off all these shortcomings.

The price, Rs. 15 was the focal attraction factor for the common man. Rs. 15 is ameagre amount that every college going folk is ready to shell out from his pocket

at any given point for a soda to quench his thirst, with the best flavor possible.

With the launch of the new cool looking can, this is the market that Pepsi wants

to capitalize on.

Pepsi decided to launch this with the Pepsi My Can campaign, with Shah- Rukh

Khan and John Abraham as their initial brand ambassadors. This ad, which was a

part of the 360* campaign undertaken by them, focuses on the values of

individuality, free spirit and self expression of the youth today. The Ranbir-

Deepika ad, basically aims at increasing the craving for the brand.

On the sales front, with the launch of Pepsi My Can and its overwhelming sales,

the sales of the pet bottle decreased, marking the success of the product.

Summing up the interview with the Pepsi officials, the new can is a product

encompassing the best style, quality, brand ambassadors and an affordable pricewhich is communicated to its audience with the help of a stylish, comprehensible

campaign.

Advertising Agency Analysis


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Reluctance and soaring levels of professionalism was the highlight of the

telephonic conversation with Mr. Mayuk, the man behind the Ranbir- Deepika

Ad of the Pepsi My Can Campaign. With a gun on his head, Mr. Mayuk answered

a few questions.

The ad campaign designed by JWT was on the basis of the brief given by Pepsi

which remained a confidential piece of information throughout the conversation.

The brand ambassadors were also decided by the corporate and the agency had

little say in the same. According to Mr. Mayuk, Ranbir and Deepika best fitted the

bill as they were successful in establishing a connect with the youth who

considered them as icons.

The ad was launched with a teaser which was an attempt at clutter breaking. As

most of the ads were full length ads, JWT decided to break away from the clich

and experiment with something different and innovative to launch this Coolproduct.

As guided by the corporate, the price Rs. 15 was a crucial attraction factor for

Pepsi. This factor was highlighted in the ad only in the end which was a decision

made by JWT. The flashpoint of the price, in the end sufficed its communication

to the target market. The attractive price did not require any other special

mention.

Apart from this No Comments was another emphasizing aspect of the

conversation with Mr.Mayuk from JWT.


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Consumer Analysis

PEPSI MY CAN as a campaign is very illustrious and has an excellentbrand recall. After our research we found out that the entire sample size knew

about the product and the campaign.


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96% of our sample size learnt about the product and its campaign through the

visual medium, i.e. the Television Commercial.

43% of our sample size were attracted to the product because of the look of the

can while 32% liked the brand ambassadors.


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Every sample undoubtedly recognised Ranbir- Deepika as the brand

ambassadors of Pepsi My Can.

To more than half of our sample size, the Ranbir Deepika Campaign was more

appealing. Only 46% like the SRK- John ad.


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Surprisingly, 32% of our sample size was encouraged to buy the product afterviewing the ad. This was in stark contrast with the findings about the ad which

appealed to the,. The Ranbir- Deepika ad appealed to 53% of the sample size, at

the same time it did not encourage them to buy the product.

On doing a comparative analysis between Coke can and the new Pepsi can we

found that, 43% of the sample size noticed a difference in the look of the can.


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Setbacks of the current campaign

The current campaign featuring Ranbir- Deepika is a perfect mix of the coolest

and hottest looking brand ambassadors, perfect setting as well as the most

famous bollywood couple romancing on screen. What else will the eye balls of a young guy or gurl want??? But even after these brownie points in favour of

Pepsi, the ad doesnt work for a large number of consumers. A lot of things go

against the vision of the corporate and its execution by the advertising agency.

The teaser, with which the current campaign starts, already reveals the product

thereby diminishing the curiosity levels of the viewers who wish to be surprised

after the initial part of the ad.

The brand ambassadors Ranbir- Deepika are young, vibrant and popular, but fail

to establish the connect with its target audience, the youth. The product values of

free spirit, individuality and self expression are lost while the ad focuses on the

sizzling bollywood couple and their troubled love tangle. The Can factor is also

lost as the focal point is the chemistry between the two of them. The

youngistaan suddenly seems to have lost its flavor.

The ad dictates to the youth about the style in which the can should be held,

thereby diluting its core values of free spirit, individuality and self expression.

All these aspects ruin the essence of the product and its impact after a powerfullaunch campaign starring SRK- John which focuses on the naya style of the

naya generation.


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Rationale of Our campaign

After a long drawn analysis, what we concluded was that the youth was definitely

wooed by the stars in the starry ad, but the significance of the product was lost.

The important aspects highlighted by the corporate and the advertising agencysomehow were given less importance during the course of the campaign. To

overcome all the faltered elements, we came up with an alternative campaign for

the all new Canned Pepsi.

This campaign has the common people rather than the larger than life stars.

Every viewer wants to see someone like him in the ad. Our campaign gives an

opportunity to the target audience of canned Pepsi, i.e. the youth (16- 24) to

connect with the product.

Our campaign also re-instills the values laid down by the corporate which are

individuality, free spirit and self expression. This, we incorporated by adding the

Its My Can, my style tagline to the campaign. Every individual has a personal

style of doing things which can be poles apart from another. Our campaign aids

the consumer with a sense of individuality. By doing so we promote the idea of

doing things the way one wishes to do. No one is dictated terms about the style of

holding the can.

The price of the can, Rs. 15/- is only seen as a flashpoint in the ad. As this factorwas a crucial attraction point as stated by the corporate, we realised that its

absence in the original campaign was a major flaw. Hence we focused on the

promotion of the price, thereby attracting more customers.

On the whole, our campaign focuses more on the product, Pepsi and the vital

facets of its new packaging style, thereby enabling greater brand recall.


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Launch of the Campaign

Our campaign will be launched during the IPL which is tentatively scheduled for

the 10th of April 2009. The ads of the new canned Pepsi will be aired on the

official broadcaster of DLF IPL, Set Max and various news channels. This willenable us to attract maximum viewers. These viewers will also be our target

audience as the youth worship the unofficial National game of India, Cricket.

Before the launch of the TVC, the hoarding will be launched a week prior. This

will help in creating a buildup for the TVC. The hoarding will give a very basic

idea to the viewers and the TVC will work on its expansion.


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Conclusion

The journey to our project included the corporate, advertising agency and the

most essential element, the consumers who were the final judges of the decisions

of both the entities.

The ideas and requirements of the corporate were reeled by the ad makers to woo

the consumers in buying the product. In this process we found certain glitches.

The values laid down by Pepsi of individuality, free spirit and self expression were

lost in its execution. But the consumers were smitten by the chemistry of the stars

on screen thereby succeeding in shooting their sales sky high.

In conclusion, the campaign, Pepsi My Can was successful in persuading the

target audience but the fundamentals and creative aspect of the ad failed for us.

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