Adapting an International Campaign to the Local Market

Client

Pepsi

Industry

Food & Beverage

Year

2023

Pepsi Max is a low-calorie, sugar-free cola, distributed locally by Simonds Farsons Cisk. The drink is an alternative to Pepsi and Diet Pepsi. Simonds Farsons Cisk, also known as Farsons Group, is a leading local group of companies focused on the brewing, production, sale and distribution of branded beers and beverages, as well as the importation, wholesale and retail of food and beverages, including wines and spirits.

 

 

Adapting an international campaign to a local market requires a strong knowledge of how to best reach the desired audience with specific elements that have already been created.

While usually our team of Commercial Creatives creates campaigns from scratch, this campaign provided an interesting twist. Given Pepsi is an international brand, the brand assets are created by the mother company and then disseminated to its franchises around the globe. Our Digital & Social and Creative Studio teams rolled up their sleeves to identify the best ways to adapt the visuals in hand, as well as the best platforms to promote the brand locally.

Our Commercial Creatives adapted the brand assets and visuals to a variety of promotional assets, including billboards, bus shelters, and in-store promotions for leading supermarkets. Promotion was also done digitally via a social media campaign, predominantly on Facebook, and a Google Ads Campaign that was displayed on leading local and international websites.

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