Pepsi takes ‘vale night’ for its debut on BBB 24

The brand took activations and shows by DJ Malboro, Valesca Popozuda and Tati Quebra Barraco for the reality show, created by W+K SP

One of the main characteristics of Big Brother Brasil is the confinement of the participants and, with this in mind, Pepsi through Pepsi Black decided to promote a “Vale Night” for the brothers in the current season of the reality show.

At last Saturday’s party (20), the brand promoted a banquet, games and a funk dance that was attended by DJ Malboro, Valesca Popozuda and Tati Quebra Barraco. The initiative was created by Wieden + Kennedy So ​​Paulo.

Pepsi’s actions began even before the party, with the arrival of a cooler with drinks. In the external environment of the house, the brand was responsible for all the decoration that included basketball, airhockey, pinball, stuffed animals and crazy races.

“As this was our first activation at BBB, we wanted to provide a memorable experience that had the brand’s DNA, with a lot of intensity, fun and, of course, the unmistakable taste of Pepsi Black. Furthermore, a unique opportunity to expose the brand , since we are talking about one of the most successful programs in the country”, said Mariana Gomes, Pepsi Marketing Manager.

To take the topic to social media, the brand had a team of influencers who reacted in real time on everything that happened at the party and activated names like Bomtalvo, Fefe, Fany Ramos and Doarda.

Furthermore, the brand’s profiles on X (formerly Twitter) and Instagram interacted with the public who commented on the events of the party on the networks.

In an integrated media strategy, led by the Bakery agency powered by Ampfy, in addition to BBB 24, the brand will also promote activations in the program ‘Caldeiro com Mion’ in the ” Isso a Globo No Mostra ” section on next Saturday (27).