Running in print via The New Paper and Straits Times, along with bus shelters, the 'Better for you' campaign is targeting a twentysomething PMEB audience. "A girl drinking Pepsi Light on the beach floats, as do models who are taking a break backstage, while those around them look on in amazement," said PepsiCo International marketing director Michael Duffy. "The visuals convey both Pepsi Light's product and emotional benefit: zero calories lets you feel lighter than air, plus the confidence of looking and feeling great."
"As consumers continue to become more conscious of their health, they are increasingly switching to 'Better for you' beverage alternatives. Pepsi sees the need to deliver a broader range of products to satisfy this increasing concern of consumers," he added.
According to Duffy, the target audience are the people "who are savvy of their choices for 'better for you' products. They know the types of foods and beverages they can choose in order to maintain a healthy lifestyle."
Campaign creative was overseen by BBDO ECD Francis Wee, with copywriting and art directing handled by Troy Lim and Jonathan Nah, respectively. Media placement was planned and executed by MindShare.
