JWT puts extra fizz into Pepsico’s market vision

February 04, 2013 | 16:13
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Pepsico’s eye-catching television commercial for its Pepsi Tet 2013 drink is making local audiences thirsty during this Tet holiday.

“It is great”, “So creative”, “So unique” are audiences’ selected comments on Pepsi’s television commercial (TVC) online.

International brand Pepsico and its advertising agency JWT Vietnam have skillfully tapped into the sweet melodies and traditional cultural traits of the modern Vietnamese life with their 30 second TVC.

To guarantee the advertisement’s success, the duo set up a task-force to strategise a unique advertising approach for Pepsi Tet this year.

The team underscored that despite Pepsi being an international brand, it still had an in-depth understanding on the local drinking tradition.

Sabyasachi Mishra, chief executive officer of JWT Vietnam said TVC’s objective was to create something that resonated with the brand’s target market, but in a lighthearted and fun way.
After selecting many probable approaches, the current TVC image of a DJ was chosen as it reflects freshness, clear insight, connection to music and humour.

 Saby said that in order to perfectly combine the traditional customs and techniques of modern advertising in this TVC, the company mapped out a special strategy named “Collision”, which is an effective way to create and innovative concept.

“The ‘collision’ is a kind of a brand idea where you take two very different things,  things that are not normally associated with each other,  and then make them conceptually ‘collide’,” Saby said.
  Usually the greater the dissimilarity between the two things is, the more interesting the results of the impact are, he added.

“In the case of Pepsi TVC, the target is modern youth having modern values and yet Tet is all about traditional customs. Through collision the output is interesting,” he said. In most Tet TVCs, the popular trend favours elders, whilst the youth segment – the biggest consumer base of Vietnam - is not always in focus.

“This TVC celebrates the youthful voice of the Pepsi brand,” he added. JWT’s research showed that during Tet holidays, when cousins got together in their big family to celebrate, they sometimes felt awkward since many had not seen each other for the whole year. “They are looking for something to break the ice for them, yet are a bit uneasy due elders at home who always keep an eye on them,” said Saby.

JWT team zeroed in on this as a big discovery. “Through this new TVC, the key message is that elders do understand the fun spirit of young people and as a brand Pepsi enables that because it can switch on the youth side of elders. This is a key reason for its success,” he added.

Contributions to this essential TVC were skilled actors and actresses, also the music track “Don Xuan” or “Spring Welcome”, a work of famous late Pham Dinh Chuong composer - was loved by its delightful melody.

JWT Vietnam is a creative agency handling many global clients such as Ford, Rolex, Nokia, Sunsilk & Lux Unilever, HSBC, Bayer, Friesland Campina, Johnson & Johnson, Suntory, Vietnam Airlines, Shell and many others.

JWT has widely understood the local cultural context around the category and consumption. “This means that we often give best clues to hook global propositions to an appropriate local behaviour,” Saby said.

Then it must use a powerful local insight – considered a critical factor to success. “If the campaign is devoid of a true insight then it risks falling flat and becoming wallpaper,” he added.

And last but not least, getting the blend right is the key – “neither try to be mindlessly global nor be hopelessly local,” he added.

By Bich Ngoc

vir.com.vn

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