Do you reuse plastic ice cream tubs to store other things, such as frozen squid? Lots of people in the Philippines do. So much so that when a Pepsi ad by BBDO Guerrero showed that scenario, it resonated with audiences.
So the brand and agency created Tub Aware, a site where you can generate a Pepsi-branded label to slap onto the original ice cream tub to prevent future disappointments.
Here's the label Ad Nut made:
The agency says the stunt earned organic engagement roughly 30% higher than the average post, plus a ninefold improvement in CTR (1.8% versus the usual 0.2%), and a 300% increase in viewing time.
Here's the original ad that led to Tub Aware:
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