Winter has officially begun, and on December 30, 2016, Pepsi launched its winter campaign 'Winter is a Moment. Seize It', running until March 6th. The campaign aims to encourage young people to follow their passions, discover, celebrate, and share winter moments with loved ones—all while enjoying their favorite drink: Pepsi. The campaign is executed by Deloitte Digital, BBDO, Graffiti Studio, and OMD.

The campaign concept revolves around unique, unforgettable moments. A refreshing sip of Pepsi helps break the winter routine, express oneself, and enjoy time spent with friends.

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– The spirit and goal of the campaign are reflected in the ad: a group of friends have a great time on a mountain trip—skiing, snowboarding, and throwing a wild party. Simply put: they are living in the moment and enjoying it. We wanted to encourage everyone to celebrate special moments, remembering that they taste best with Pepsi – says Małgorzata Sałapatek, Brand Manager Pepsi. – We also engage online users, who, thanks to social platforms like Facebook, can participate in the fun – adds Małgorzata Sałapatek. 

Advertising Spot and Social Media

The campaign primarily focuses on television and online channels. A 30-second commercial has been created and is being distributed across major and thematic TV channels. Social media activities are also underway, along with an online activation based on a 90-second spot produced specifically for web publishing. The campaign also includes retail activations dedicated to three PepsiCo beverage brands: Pepsi, Mirinda, and 7up.

Agency Responsibilities

Pepsi’s Winter Campaign on TV and Online

Deloitte Digital handled the online efforts and created the key visuals. The creative concept was developed by Graffiti Studio, with adaptation by BBDO Warszawa. Media buying was managed by OMD.

Summary

Pepsi’s winter campaign 'Winter is a Moment. Seize It' launched on December 30, 2016, and runs until March 6th. The main element is the 30-second TV spot and a 90-second version created for the web. The campaign also includes social media engagement, including Facebook, and retail activations for three PepsiCo brands: Pepsi, Mirinda, and 7up.

Creative work was handled by Graffiti Studio, adaptation by BBDO Warszawa, digital and key visuals by Deloitte Digital, and media buying by OMD. As Małgorzata Sałapatek, Brand Manager Pepsi, emphasizes, the goal is to encourage young people to celebrate special moments with loved ones.