Pepsi’s New Campaign Embraces this Summer’s Zeitgeist- SWAG
The brand’s new summer campaign is all about living in the moment, seizing new, interesting opportunities and doing it all with SWAG.
Pepsi is one brand that never ceases to impress us with its buzzworthy campaigns. The same stands true for its latest one, ‘Har Ghoont Mein Swag’, celebrating the spirit of the Indian Youth. They are confident. They are crazy. They are unrivaled. And their SWAG is unshakable!
The brand’s summer campaign, created by Wunderman Thompson, brings to life the word that is set to define 2019 – SWAG. The brand targets the Generation Z in this high-decibel 360 degree campaign launch. According to Senthil Kumar, Creative Chief at Wunderman Thompson, “Pepsi has always been the cult brand that creates and curates culture for the young and the restless with every new campaign and the result has always been popular content that echoes the self-belief and celebrates the self-confidence of youth. This new generation is armed with self-belief and Swag, read as effortless cool, in every step of their individual and collective journeys. They don’t hesitate to stand up for what they believe in and stand out because they right the wrong themselves, not waiting for course correction from others. This Summer, Pepsi celebrates this bubbling self-belief and sizzling Swag of India’s young with the campaign “Har Ghoont Mein Swag“. And when this spirit of self-belief leads to self-confident action, every drop rises to the occasion, creating an ocean of youthful Swag.”
The TVC revolves around how a bunch of college students resist the principal’s new policy of a compulsory dress code- ‘no casuals in college’. One of these students takes the charge, takes a ghoont from his Pepsi bottle and slyly takes a dig at his principal’s decision, effortlessly compelling him to pull back his new rule. The entire college cheers for the protagonist’s confidence (read coolness) and celebrate their victory.
Speaking on this campaign, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India, said, “PEPSI® is a brand which has always resonated with the voice of today’s generation. This summer PEPSI® is acknowledging and celebrating a word that defines today’s millennials’ – SWAG. ‘Har Ghoont Mein Swag’ is all about living in the moment, seizing new, interesting opportunities and doing it all with swag.”
Apart from the TVC, Pepsi also came out with crazy Tik Tok and Instagram posts, revolving around the new generation’s SWAGness. To amplify the affect further, there are also plenty of activities in the pipeline that will activate the consumer passion. Some of these include:
- In one of the biggest collaborations, Pepsi will be the SWAG Partner on The Voice, one of the most popular reality music shows during this summer season.
- During
the upcoming Ind vs Aus series, Pepsi will connect and engage with the consumers with their ‘SWAGSTAR OF THE MATCH’. This will be awarded by popular music performers after each match. - In another marketing gimmick, Pepsi will activate ‘Away from Home’ (AFH) consumer hangouts such as Domino’s, KFC, Pizza Hut, Burger King, Subway and leading movie plex chain PVR.
- The campaign has already synced its agendas with Bollywood by getting Tiger Shroff and Disha Patani on board. They are the new-age heartthrobs, perfectly blending with Pepsi’s new propositions.
Overall, the campaign is definitely successful in reflecting the self-belief of today’s generation and rendering a progressive approach towards a newer brand image. Kudos to the team!
