Category: Sponsorship or Partnership Campaigns
Advertiser: PEPSICO DE ARGENTINA
Product/Service: PEPSI & LAY'S
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: PROMORED, ARGENTINA
Entry URL: http://www.promocruza2.com.ar
Directora De Cuentas: Sabrina Hauk (Promored S.A.)
Ejecutiva De Cuentas: Paola Calicchio (Promored S.A.)
Director General Creativo: Leonardo Baggieri (Promored S.A.)
Directora De Arte: Adriana Dschenffzig (Promored S.A.)
Directora De Arte: Agustina Iparraguirre (Promored S.A.)
Brand Manager (Beverages): Nicolás López Marti (Pepsico De Argentina SRL)
Marketing Manager (Snacks): Pablo García (Pepsico De Argentina SRL)
Media placement: Open TV Campaign - 480 Spots - Canal 13 - TELEFE - América 2 - 5 March 2009
Media placement: Cable TV Campaign - 650 Spots - TN - MTV - Much Music - El Gourmet - 5 March 2009
Media placement: Radio - 300 Spots - FM 100 - FM Hit - Metro 95.1 - Rock And Pop - 5 March 2009
Describe the objective of the promotion.
Develop an efficient promotion in terms of sales but very simple and memorable, crossing Pepsi and Lay's.
Describe how the promotion developed from concept to implementation
We crossed the bodies and the lives of two recognised sport celebrities from Argentina: The tennis player Juan Martín del Potro and the football player Diego Buonanotte.
Del Potro is very tall and has a deep and particular voice; Buonanotte is very short and has a high-pitched and amusing voice. Their counterpoints were extremely evident.
We created a teaser, TVCs and virals showing Buonanotte’s life inside the body of Del Potro and viceversa, as well as the way they tried to escape the body of the other one. Besides, we developed labels and a huge amount of POP materials.
Describe the success of the promotion with both client and consumer including some quantifiable results
Although a world crisis year, in 2009 the sales of Pepsi increased by 7% vs 2008, and the sales of Lay’s increased a 28% vs 2008. On the other side, the promo made a great, buzz press impact of 28.000.000. The recognition of the promotion was 86%, and it’s web site had 190.000 visitors, as well as the 450.000 clicks of the virals on Youtube. Finally, in 2009, this promotion received the “Best Practice in Promotion” Award, from Pepsico Global.
Explain why the method of promotion was most relevant to the product or service
The success from the promotion is a result of the commercials, that showed two celebrities in another way, different to how the rest of the brands usually use them, not only in a funny mode, but in a way that they could laugh about themselves being inside the body of the other one. That generated a very strong buzz between all the consumers and resulted in an amazing success (historic to Pepsico).
Promoción "PROMO CRUZA2" hecho por la agencia de publicidad "PROMORED" para el producto: Pepsi/ Lay's Stacks (marca: Pepsi) Argentina. Fue producido en feb. 2009.