An Integrated marketing communications campaign for Pepsi

• Main Authors: Austria, Maria Fatima, Genil, Jean Isabelle A., Guingona, Katrina V., Medina, Sarah Jane H.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18171
• Institution: De La Salle University

Iba magmahal ang Pinoy. Filipinos are known to be passionate towards each other. Whether it is with family, friends, or with a special someone, they know how to take care and nourish a relationship. Sometimes there are instances wherein a person is hesitant to express what he really feels. Expressing one self and one's feelings is part of ones individuality. What everyone needs is just a little push. This paper aims to promote a digital campaign for Pepsi that will run for six months, from January to June 2012. The target market is comprised of both male and female, ages 15-21 years old, belonging to the socio-economic class C. This group of youth is described to be digitally active and highly mobile. They spend most of their time on the internet and they cannot leave home without their mobile phones. Hence, a digital campaign is the perfect medium of communication since this is where they are active. Aside from the digital activation via Facebook, the campaign will also use some traditional advertising media to promote the website. Television commercials, billboards, transit and banner ads will be used to lead the viewer to the website. Likewise, nearing the end of the campaign, there will be an event that will serve as the culmination of the whole activation. Being the most important part of the campaign, the digital activation will take place on Facebook as one of the most visited sites of the youth today. They will be asked to join a Facebook application of Pepsi where they can use this as a medium of expressing their romantic interests towards another person anonymously. The interaction and engagement will happen on this site as the campaign progresses since it is part of the build up for the culmination event at the last month of the break date.