Creative Strategy in Advertising

RUNNING HEAD: CREATIVE STRATEGY IN ADVERTISING
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PEPSI
Creative strategy in
advertising
Report
Student Name
[Pick the date]

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Contents
Summary..........................................................................................................................................5
About...............................................................................................................................................6
Competitors......................................................................................................................................6
Strategies..........................................................................................................................................8
About a campaign............................................................................................................................8
Objectives........................................................................................................................................9
Results............................................................................................................................................10
Strategy and execution...................................................................................................................10
Brand recognition..........................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendix........................................................................................................................................17

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Creative brief
Client
Brand Statement Pepsi is a soft drink company that focused on convenient food and
beverages with the aim to become a global consumer product
company. Company’s mission is to offer delicious and affordable
food with healthy nutrients to the consumers.
Project Name “For the Love Of It”
Client Name “PepsiCo.”
Project Description and Deliverables
What is the purpose? To design a marketing campaign that creates a buzz among the
people, regain the brand image and cultural values and increases sales.
Deliverable One Instagram and Twitter posts
Deliverable Two Traditional media: TV commercials and Digital Content
Deliverable Three Innovative marketing Strategy, Pepsi collaborating with the Pop

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group that represents different artist from the music industry.
Company record the new Pepsi jingle and “ musical mnemonic”
Objectives
Goal One Company launches this campaign to refresh its brand image and to
connect with the Younger segment and digital-savvy customers.
Goal Two It increases the brand image of the company.
Target Audience
Who is the audience? The target audience of the company is young generation and digital-
savvy customers. The targeted age group is 13-34 and targets the
athletes and people who are overweight. Company products target
people from different culture and region. The core target segment of
the company is 18-25 age group and to provide health food because
of the trend of “Health-Conscious” among people.

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Messages
Inspiration In the statement of the campaign, it inspires the current music generation to
live their passion. It inspires the people who have an interest in football and
music and who trying to achieve things they love. Music is an essential part
of the brand, which helps, in emotional response from the customers. The
company mission is to integrate the brand into the personal lives of the
consumers through social media and company’s innovative advertisements.
Aesthetic
What does this
campaign look
like?
Entertaining, Inspiring, with innovative experiences.
Voice and Tone
What is the
voice of the
campaign?
Personal, Enthusiastic, Optimistic and Experimental

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Estimate
d Budget
The company expected the budget in millions of dollar.