Pepsi x Rapviet: The hip to the hop launch

Pepsi, a soft drink manufacturer, launched a campaign in Vietnam to excite the audience with zero sugar in the cola segment and win TOM.

Campaign details

Brand: Pepsi Zero Calories Lead Agency: MINDSHARE VIETNAM Region: APAC

Strategy

Objective

For years, Pepsi has always attempted to bolster brand image to young and trendy consumers throughout partnership with top music stars. However, in 2020, as COVID-19, consumers are more likely to stay home, leading to many artists shifting to reality