A nicho shto Battle

Pepsi – brand #2 in Belarus. You know who’s first ;)

Проблема

In Belarus, Pepsi can’t match the competitor’s media weight, so we focus on sharp insights to reach Gen Z and Millennials — two very different generations — with much smaller budgets. How can one campaign win over both generations?

Решение

Insight: Millennials mock Gen Z, Gen Z mock Millennials. Pepsi asked — is the gulf between generations really that big? Spoiler: nooooo! Pepsi presents: first-ever intellectual battle between Gen Z and Millennials “А ничё что?”, that means “Hello?? Really?” A show inspired by iconic 90s TV program premiered in Instagram and TikTok! We mixed 90s vibes with today’s hottest trends. Gen Z bloggers faced tricky Millennial questions about the 90s, leading to five rounds, a super blitz, and heated debates All week, socials cheered, dropped their own gen-questions, and debated who’d win. Aaaand!... Gen Z snatch the victory and win the symbol of the Millennials: the Crystal Chandelier! Every Millennial grew up with this chandelier. Trust us. Pepsi proved: no need to fight! Gen Z and Millennials have more in common than they thought! And of course, their love for Pepsi!

Результаты

INSTAGRAM REACH MEDIA 
115% vs plan

TIKTOK VIEWS MEDIA
135% vs plan

TIKTOK ENGAGEMENT
165% vs plan

INSTAGRAM VISITS
х5 to usual activity

TOTAL ORGANIC REACTION
+20% to usual activity