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Case study: RAW cola from Pepsi | Sector: FMCG | Format: Integrated social media and sampling

Pepsi RAW Twitter Case StudyThe Pepsi brand in the UK was lacking energy and edge. The distributors Britvic opted for an integrated social media campaign that combined sampling, coupon redemption, in-store promotion and the Twitter social media platform. They used a traditional sampling approach of branded street vendors in high traffic areas that matched with good concentrations of the target demographic. The sampling was combined with giving out vouchers for a price promotion that could be redeemed with a single supporting retailer. And the social media came in the form of on-pack branding and a call to action for people to share their opinions at twitter.com/pepsiraw This is one of the first major integrated FMCG promotions to harness the microblogging application Twitter, and the website tool plays two key roles. The site is the latest zeitgeisty tool that reflects well on the brand by simply being there, but more importantly social media users are the typical early adopters and trendsetters Pepsi needs to gain leverage in the market.

www.Twitter.com/pepsiraw | Pepsi.co.uk

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