Actress and model Kelly Brook can be seen in a 60-second digital film created for Pepsi MAX by their digital agency Graphico. This is part of the campaign to deliver greater content to, and interaction with, consumers utilising the gateway of QR codes recently introduced onto the entire 400 million packs of various Pepsi variants. The film, shot on 35mm, is now being adopted as a video MPU and some stills used in an above-the-line (ATL) campaign - a move that reverses the traditional journey of ATL creative being adapted for the digital space.
Working alongside Pepsi’s PR agency, Freud, (in turn responsible for running a promotion across the print media), Graphico has scripted and produced the video featuring Kelly Brook. This is to be released across a number of digital media channels including Facebook, Sky Sports network, FHM and the Sun while also appearing on the PepsiMAX web and mobile sites.
Combining such a hot media property with the innovative use of on pack QR codes underlines Pepsi’ MAX’s determination to ‘give something back - to engage and excite - its consumers.’ Recently, Pepsi MAX stated that… “as the public becomes more familiar with the codes, we will be looking to create further opportunities for utilising them in talking to our consumers.” – In grabbing this opportunity, Graphico, has taken it and MAXimised its potential writing a subtle script, with great production and then delivering it through the diverse digital channels on which it can be viewed.
Ahmed Abdel-Karim, Marketing Manager for Pepsi UK said: “Kelly Brook is very much the image of today and someone that our consumers recognise and many will aspire to achieve the level of success that she has. Pepsi MAX is acting as the catalyst in creating a positive attitude and atmosphere around them.”
Kelly Brook, quoted in the Daily Mail following the PepsiMAX QR shoot recently, said: ” I had great fun on set for this shoot…This technology is great for getting games, comedy and images from Pepsi onto your mobile - any time, anywhere.”
Alastair Macmichael, group account director at Graphico, added: “Consumers expect to receive high value content and while this campaign is about delivering entertainment, it’s also important that Pepsi’s consumers, who we know are extremely savvy, are left with a strong brand association. It’s also a great direct channel to consumers. We’re confident there will be a huge uptake in the adoption of this technology because a top FMCG brand like Pepsi is setting the example.”
In producing the digital film and delivering the campaign across so many digital channels, Graphico clearly demonstrates a thorough understanding of just how important it is to create excitement around a brand; to offer the PepsiMAX consumer opportunities for interaction with brand - and that the home for this interaction is now firmly rooted in the digital space.
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