Boldness and effervescence are part of the essence of Pepsi and, inspired by its new positioning, TAKE THAT, the brand launches a new experimentation campaign focused on promoting Pepsi Black. Ex **** Lovers is an invitation to all cola soda lovers, whether they prefer other brands or not, to try the new one with Pepsi, with intensity of taste with every sip.
Created and developed by the agency F.Biz, Ex **** Lovers has real consumers, who own a favorite cola soft drink brand and talk about it publicly, including on their social networks. During a blind test, consumers are asked to taste the drink and give their opinion on the taste. Many of them were even sure that it was the competition’s soda, until they were surprised by the news that it was actually Pepsi Black. With a humorous tone, the campaign aims to encourage product experimentation and inspire consumers to try something new, even if they have established preferences.
“Since the launch of Pepsi Black in November 2020, we’ve invited consumers to experience the new and experience a world of intensity and flavor with every sip. With the creation of the EX **** Lovers campaign, we have the opportunity to explain this objective to consumers – including competitors – in a daring and good-humored way, in addition to reinforcing that in the TOMA ESSA universe, opening up to new experiences is more a way of translating the audience’s individuality and power of choice. We want to invite all soft drink consumers to open up to the TOMA ESSA universe of Pepsi, breaking their prejudices and paradigms, to taste the intensity of Pepsi Black”, he comments Diego Bastian, Marketing Manager for Pepsi in Brazil.
Since the launch of Pepsi Black, the brand has been increasingly exploring its bold and irreverent signature, which reflects the attitude and behavior of youth. TAKE THAT is the brand’s new attitudinal platform, whose essence is the boldness and effervescence of youth. It is a firm response from someone who is always ready to defend their choices and opinions. TAKE THAT comes from an audience that understands that life has different flavors for different people and is inspired precisely by those who are not afraid of being who they are.
The new campaign is on air on television, on open channels and can also be found on official social networks of Pepsi no Instagram, Twitter e Facebook.
Check out the movie:
DATASHEET | Pepsi
Title: Ex **** Lovers
Product: Ex**** Lovers Campaign Movie
Creative Directors: Filipe Medici
Creation: Ryan Bussi, Gustavo Cavinato, Vinicius Turani
Producer: No Candy
Directed by: Adriano Alarcon
Executive Production: Hwira Gibin
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