The campaign was created and developed by F.biz and focuses on Pepsi Black
Pepsi has launched its new experimentation campaign, which focuses on promoting Pepsi Black, launched in late 2020.
In the “Ex **** Lovers” campaign, created and developed by F.biz, the brand invited cola lovers to try the drink.
The video features real consumers, who own a favorite brand of soft drinks and talk about it publicly, including on their social media. During a blind test, consumers are invited to taste the drink and give their opinion on the taste. Many of them were even sure that it was the competitor’s soda, until they were surprised by the news that it was actually Pepsi Black.
“Since the launch of Pepsi Black, we have 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 competitive consumers — in a bold and humorous way, in addition to reinforcing that in Pepsi’s ‘Toma esse’ universe, opening up to new experiences is yet another way of translating the public’s individuality and power of choice. We want to invite all soft drink consumers to open up to this universe, breaking their prejudices and paradigms, to taste the intensity of Pepsi Black”, commented Diego Bastian, Marketing Manager for Pepsi in Brazil.
The new campaign is live on television, on free-to-air channels and can be found on Pepsi’s official social networks on Instagram, Twitter and Facebook.