Artegence is responsible for Pepsi’s “It’s Pepsi for you #fortheloveofit” campaign.
26.07.2024
The goal of the campaign is to build awareness of the limited edition Pepsi cans with 24 new slogans targeting Generation Z.
The message on the product packaging is a celebration of their attitudes and passions. The hub of the project is YouTube and a series of nine ca. 30-second videos featuring Generation Z representatives and influencers ie. Jessica Mercedes, Gimper and Dezy.
Through the new campaign, Pepsi is encouraging people to follow their passions and beliefs and engage wholeheartedly in what they love. The video creations on YouTube depict representatives of the younger generation, their authentic stories and the interests to which they are devoted. This approach is aimed at building brand love and enhancing the brand’s image among young people. In addition to macroinfluencers, the campaign’s heroes also include nail artist @patrycjajewsienia, master tailor @ce.zar_, DJ @thirdeydimension, BMX rider @michal94basta, karate girl @wooodzia and cars lover @hubijas. One of the main points is to emphasize the values they hold. The Pepsi brand’s Facebook and Instagram will feature shorter, 6-second video forms showcasing the product range.
A total of 24 influencers were involved in the project
Exactly as many as there are passwords. Four of them have created original slogans to be placed on the cans, which they will talk about on their SoMe profiles.
A series of spots
The series of spots and social media materials were directed by Piotr Matejkowski and produced in conjunction with Makata production.
The campaign has a 360 dimension, in addition to creative activities in digital for which Artegence is responsible, there was also a series of TVC spots and OOH materials (billboards, murals and urban ads) realized by agency BBDO. Media Direction is responsible for media buying. The campaign kicked off in early August and will run until mid-November.
