How VaynerMedia Crafted an Immersive Brand Experience for Pepsi’s Sparkling New Identity
Pepsi Thailand’s "Into the New Era" campaign merges immersive experiences, digital art, and social engagement to revamp its brand narrative for Gen Zers.The campaign's diverse elements claim to embrace themes of excitement and sustainability, as Pepsi continues its mission to ensure lasting impact and relevance.
Speaking to LBB’s Tom Loudon, Napat ‘June’ Pornratanaraksa, associate creative director at VaynerMedia APAC, dives into the creative process behind the PEPSI: INTO THE NEW ERA experience.
K. Anawat Sangkhasap, chief marketing officer at Suntory PepsiCo Thailand, also spoke to LBB about the campaign, discussing plans for future campaign adaptations and the impact of experiential marketing on consumer perception.
LBB> Can you describe the creative process behind conceptualising and executing the PEPSI: INTO THE NEW ERA experience at CentralWorld’s plaza in Bangkok?
June> Suntory PepsiCo Beverage Thailand came to us to bring their new logo and "Thirsty for More" attitude to life among Gen Z. Our agency's role within the campaign was to translate this fresh brand perspective into a concept that excited, engaged, and resonated with our target audience of Thai Gen Z. Recognising this generation's potential to inspire the community and drive change, Pepsi wanted to harness and translate this energy into reality.
BabyMonster thus came in as the new face of Pepsi in the APAC region, representing the brand's new strategic direction and embodying the brand's fresh look and feel. VaynerMedia's next step was to understand our audience cohorts and devise ways to ensure they resonated with and had fun in Pepsi's new era. This began by meeting them where they are –– on social media.
Social was the centre of our campaign, even down to creating a highly shareable on-ground experience. We leveraged social media as our primary tool for amplification. Our immersive and interactive adventure inside the Pepsi globe at CentralWorld brought Pepsi's new identity and platform to life. To build further anticipation and excitement, we crafted a high volume of interactive and visually appealing content for social, ensuring that the experience was inherently shareable, generating buzz and conversations –– both online and offline.
Despite originating as an on-ground event, the electrifying and unapologetically bold visuals, sounds, and 360º experience became something that attendees eagerly shared on social!
LBB> How does the immersive brand experience of PEPSI: INTO THE NEW ERA align with Pepsi's broader goals and objectives?
June> Pepsi’s new Thai slogan "Sa-Noi-Mai” originated from "Thirsty for More”, a made-to-market Thai expression reflecting the new generation's thirst for fresh and exciting experiences to shape their own stories. Pepsi aimed to inspire them to embrace life to the fullest. As such, PEPSI: INTO THE NEW ERA provided an immersive experience, inviting Gen Z into a place for boundless possibilities while exploring Pepsi’s fun, positive, and vibrant attitude, propelling them to seek greater joy and inspiration as they transition into the new era with Pepsi.
LBB> What strategies were employed to engage visitors and create a memorable experience within the colossal interactive dome?
June> There were three components to our strategy: A unique experience, interactive elements, and utilising a 360° interactive globe.
Unique Experience: The event was designed to be the first of its kind, inviting everyone to immerse themselves in the fizz of Pepsi Cola throughout the Pepsi globe. Each zone was meticulously designed to evoke an energetic and bold ambience from the moment attendees stepped inside till the end of the experience, all through a 360° interactive visual and sound spectacle.
Interactive Elements: The globe showcased an array of dynamic features, enabling attendees to create their own rhythm, mood, and visuals in every room. With the freedom to select from varying colours and experiment with pulsing and ripple effects, the experience was of a truly interactive and engaging nature for all!
360° Interactive Globe: The expansive globe offered an infinite 360° interactive encounter, allowing visitors to express themselves fully and immerse in Pepsi's digital art experience.
LBB> How does the PEPSI: INTO THE NEW ERA experience leverage digital art, sound, and social engagement to resonate with the target audience, particularly Gen Z?
June> The PEPSI: INTO THE NEW ERA experience artfully blends digital art, sound, and social engagement to deeply resonate with its target audience, particularly Gen Z.
Through stunning digital visuals, the experience captivates Gen Z's digital-native sensibilities, offering them an immersive and visually stimulating environment. Sound is strategically used to enhance this experience, creating a dynamic atmosphere that appeals to Gen Z's preference for engaging content. Social media also plays a vital role, with the experience designed to encourage sharing and social engagement. Visitors are prompted to share their experiences online, amplifying the campaign's reach and generating excitement among Gen Z's social circles. These elements combine to create a compelling and memorable experience that effectively connects with Gen Z and reinforces Pepsi's brand positioning.
LBB> What inspired the decision to introduce Pepsi's new logo and positioning in Thailand with the theme "Thirsty for More"?
K.Anawat> Several inspirations and considerations drove our approach. Central to this was a commitment to aligning the brand with an ethos that celebrates the choices we make in the pursuit of passions and unapologetic enjoyment, which lies at the core of Pepsi's offerings.
The choice of 'Thirsty for More' as the thematic backbone reflects this challenger mindset, supporting those thirsty for a brighter and more exciting future by championing initiatives that promote sustainability, positive choices (e.g. zero sugar), diversity, and equality.
To embark on this journey, Baby Monster was named the Asia Pacific brand ambassador for Pepsi and Pepsi Zero Sugar. The group's story of grit, tenacity, and commitment to exploring and pushing boundaries to realise their dream is exactly the admirable traits that can resonate with the younger generation and perfectly encapsulate what the new Pepsi era is all about.
This ideation effectively resonated with Gen Z demographics, offering them a platform for exploration while embodying Pepsi's ethos of fun, positivity, and vibrancy. Strategically aligned with Pepsi's objectives, the initiative aimed to reposition the brand for a forward-looking future to redefine coolness, stay fresh, and never settle for the status quo through the unveiling of its new visual identity.
LBB> How do you plan to continue engaging consumers and sustaining momentum for the new era of Pepsi beyond the initial launch event?
K.Anawat> Our strategy for continuing consumer engagement and maintaining momentum for the new era of Pepsi extends far beyond the initial launch event. We have a comprehensive plan in place that includes the development of ongoing platforms designed to sustain the brand's attitude and momentum over time.
This strategy encompasses various elements, including product offerings tailored to meet evolving consumer preferences, as well as leveraging seasonal occasions to further connect with our target audience. By consistently offering relevant and engaging experiences, we aim to foster lasting relationships with consumers and ensure Pepsi remains at the forefront of their choices in the beverage market.
