June 30, 2007 - by Katie Chatfield
OMG! Pepsi Light
OMG! Pepsi Light was in danger of being removed from the shelves. This was in the face of one of the biggest soft drink launches in Australia. Swift action needed to be taken.
The task at hand was to create a communications plan starting from a blank canvas. OMG! Moments were identified as the key rich emotional territory that bonded women together. These OMG! Moments formed the basis for the facelift for Pepsi Light.
OMG! Moments paved the way for the channel strategy that focused on creating branded content using celebrities as catalysts.
Encouraged by celebrities sharing their OMG moments women shared their own in a public forum.
Distribution and sales lifted ... Pepsi Light is a survivor.
This article is posted in CASE STUDIES