Pepsi rebrand drives 4.6M incremental reach among Gen Z

When PepsiCo rebranded Pepsi in the Philippines, it wanted to extend its incremental reach beyond social media advertising. The company adopted an omnichannel approach to achieve this goal, helping to reduce its cost per reach by 39%, reaching 4.6 million additional consumers and seeing a significant 7% brand lift among Gen Z as a result.

"Running an omnichannel campaign on The Trade Desk enabled us to expand our horizons beyond social media advertising and reach relevant consumers across several channels. As a result, we reached an additional 4.6 million consumers, significantly decreased our cost per reach, and boosted our brand awareness. We’ll drink to that!"

Elle Gaoat

Brand Manager, Pepsi, PepsiCo

Driving incremental reach to ensure rebranding success

Pepsi is one of the world’s most popular beverages, but PepsiCo understands there’s no room for complacency when it comes to brand health. With distribution challenges affecting Pepsi’s growth in the Philippines, the company decided to embark on its first major brand refresh in the market in 13 years to meet its growing demand potential.

With the refresh, the company introduced significant changes to Pepsi’s formula and appearance, emphasizing that Pepsi is a “great-tasting cola, best paired with meals.” The company wanted to ensure its ads reached as many relevant consumers as possible in a cost-efficient manner and it also wanted to challenge the common belief that social media advertising is always the most effective way to reach Filipino consumers.

Embracing omnichannel for better reach, cost-efficiency, and brand awareness

PepsiCo worked with its agency, Publicis Philippines, to develop a strategy to help drive incremental reach beyond social media, optimize its media budget, and measure the brand impact of its ads.

Using The Trade Desk platform to deliver ads programmatically across display, video, and digital out-of-home (DOOH) channels, PepsiCo controlled the number of ads consumers were shown using frequency capping, which helped to increase reach and optimize its media spend.

Consolidating its media buying enabled PepsiCo to measure unique reach and retarget consumers exposed to its campaign ads with a brand lift study by InMobi Pulse.

PepsiCo was thrilled with the success of its campaign, which reached 4.6 million additional consumers and achieved a 39% lower cost per reach of $0.01 across three premium channels as compared to one channel. According to the brand lift study, the campaign also resulted in an overall brand lift of 3%. Particularly noteworthy was a 7% lift among Gen Z. Furthermore, 1 in 3 consumers surveyed said they would actively consider the brand in the near future.

These results prove the value of omnichannel campaigns for cost-effectively driving incremental reach and brand awareness. PepsiCo plans to build on its success in future campaigns.

Want to learn more about how to consolidate your media buys with an omnichannel campaign? Contact us below.