Pepsi has unveiled the latest chapter of its ‘You Deserve a Treat’ platform with a bold integrated summer campaign, supporting its new range of deliciously confusing ice cream-inspired, Pepsi zero sugar flavours: Cherry & Vanilla, Raspberry Ripple, and Salted Caramel.
The campaign marks Pepsi's latest investment behind flavour innovation, combining creative, experiential and nationwide sampling to bring the new range to consumers throughout the summer.
At the heart of the campaign is a new advert spotlighting an unexpected new character: Pidge, the CGI pigeon. Inspired by the idea that the new flavours deliver an ice cream-like treat experience in cola form, the playful creative transforms one of Britain’s most familiar birds into an ‘elevated indulgence’-loving icon, bringing the range’s dessert-inspired flavours to life through playful and distinctive visuals across OOH, social and digital.
The campaign extends beyond advertising and as part of Pepsi Parlour- a playful, Y2K-inspired take on the classic ice cream parlour that brings the campaign to life. The activity includes a nationwide branded sampling tour and immersive pop-up experiences in London and Brighton.
Together, the programme demonstrates how Pepsi is using connected creative, experience and culture to deliver a fully integrated product launch and drive trial of its latest flavour innovation. With heightened consumer awareness driven by the nationwide campaign, retailers and operators have a strong opportunity to maximise their soft drink category sales by stocking the new Pepsi zero sugar flavours range throughout the summer.
The campaign launches 20 July, across OOH, social and digital. Soho Pepsi Parlour will be open from 24-26 July, followed by Brighton Pepsi Parlour on 8-9 August.
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