Pepsi brings a treat with new marketing character Pidge
SOFT drinks brand Pepsi has unveiled its new summer marketing campaign with a focus on its trio of new ice cream-inspired flavours.
Introduced as part of its ‘You Deserve a Treat’ marketing platform, the new campaign supports its new range of zero sugar drinks: Cherry & Vanilla and Raspberry Ripple.
At the heart of the campaign is a new advert which introduces an unexpected new character in Pidge, a CGI pigeon who takes on a curious look across the ad. Inspired by the ice cream flavours in cola form, the ad plays into a typical ice cream eating experience through the cans and takes one of Britain’s most familiar birds and delivers an “elevated indulgence” version of it to tie in with the Pepsi Treats range.
The campaign is running now across OOH, social and digital media locations. Additionally, Pepsi is set to bring the activation to life across London and Brighton through Pepsi Parlour activation which plays on the traditional ice cream parlour shops.
The new Pepsi Treats ice cream flavours rolled out earlier this year as the “ultimate summer treat” as the new range aims to bring more younger consumers to the Pepsi brand and capitalise on the demand for more treat options across the soft drinks aisle, whilst remaining sugar free as well.
A spokesperson for parent firm Carlsberg Britvic said: “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.”
