Based on the pillars ‘learn more, experience more, taste more’, the campaign by BBDO Bangkok uses TV, outdoor and digital to target Thai teens. At ‘Pepsi Square’ a brand experience location at Bangkok’s Center Point Siam Square, consumers can download ringtones and branded mobile phone wallpaper via Bluetooth. Meanwhile, Pepsithai.com is designed to build a dialogue with youngsters.
“Consumers can share their thoughts and creativity by designing Pepsi packaging or uploading their pictures online. Games, ringtones and wallpaper downloads are also provided,” said Songkran Sethesompobe, managing director of BBDO Thailand.
In addition, a global TV commercial titled ‘Destinies’ will hit Thai screens. The ad consists of four different scenarios from the same story on a split screen.
PepsiCo Thailand trading marketing director Charlie Jitcharoongphorn added: “The latest studies indicate that most teenagers these days use a full range of media to express their individuality. Based on this, we decided to change the way we connect with our consumers.”
Pepsi’s campaign follows a marketing blitz by Coca-Cola Thailand launched last month. Themed ‘The Coke side of life’ the campaign is similar in Pepsi’s aim to encourage consumers to link Coke with a positive life image.
Pepsi’s share of the Thai cola market rose one per cent last year, to 64 per cent. Meanwhile, its share of the corporate soft drink market was, for the first time, higher than rivals at 49.8 per cent, or a 1.4 per cent increase, according to a company spokesperson.
