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Finding a way to stop a
sponsorship wheel spinning

MARK1 ALWAYS EVOLVING

125

YEARS OF
HISTORY

61K SA SOCIAL FOLLOWINGS
SA MARKET SHARE: 5,5%

In 2019, we needed to leverage Pepsi Max’s global sponsorship of the UEFA Champions League locally to a soccer audience who aren’t necessarily interested in the Champions League, all in an attempt to convert more consumers into Pepsi drinkers.

THE MARKETING CHALLENGE

By creating a competition with topical posts on multiple digital platforms announcing the new prizes up for grabs. By syncing paid media with live sporting events we were able to get great engagement and create stronger brand association.

THE MARKETING SOLUTION

6% INCREASE
IN BRAND RECOGNITION

the marketing challenge

In 2019, we needed to leverage Pepsi Max’s global sponsorship of the UEFA Champions League locally to a soccer audience who aren’t necessarily interested in the Champions League, all in an attempt to convert more consumers into Pepsi drinkers.

SKILL MIX

the marketing solution

Give Pepsi fans the chance to win the amount of money a footballer makes in an hour, R200 000. By syncing paid media with live sporting events to announce weekly prizes, we were able to get great engagement and create stronger brand association.

6% INCREASE
IN BRAND RECOGNITION

RESULTS

120%

Increase in sales
(165,000 cases to 350,000 cases) with demand outstripping distribution

1.9%

From 0.8% Increase in market share

86 Million

Impressions across all channels

56 Million

Digital impressions

230,000 Entries

30,000 more than target

2,135,656

Engagements

80%

Positive online sentiment

8.25%

Twitter engagement rate
2.5x the benchmark for the CPG vertica

In order to be eligible for one of the weekly prizes or the grand prize, all fans had to do was enter through a simple USSD mechanic.

WHAT WE DID

125

61K SA SOCIAL FOLLOWING
SA MARKET SHARE: 5,5%

YEARS OF HISTORY

In 2019, we needed to leverage Pepsi Max’s global sponsorship of the UEFA Champions League locally to a soccer audience who aren’t necessarily interested in the Champions League, all in an attempt to convert more consumers into Pepsi drinkers.

THE MARKETING CHALLENGE

Give Pepsi fans the chance to win the amount of money a footballer makes in an hour, R200 000. By syncing paid media with live sporting events to announce weekly prizes, we were able to get great engagement and create stronger brand association.

120% INCREASE IN OF
SALES OFF THE BACK
A CONSERVATIVE BUDGET

THE MARKETING SOLUTION

SKILL MIX

PEPSI MAX