In Romania, Pepsi gets on “+” with the new bottles

Pepsi launched a new range of packaging that promotes with a communication campaign under the tagline “Now I’m on +”. The campaign is the local adaptation of Pepsi’s global platform, Live for now, with a new line for the local market (bottles of 1.25, 1.75, 2.25 and 2.75 liters).

The platform “Now I’m on +” benefits of an integrated communication campaign that has as protagonists 4 young people that are unveiling their stories on the music composed by DeMoga Music especially for Pepsi.

Also, Pepsi has a new visual identity, with the shape, design and color of packaging and the labeling communicating each consumption occasion.

It is a campaign that starts from a lengthy analysis on buying and consumption habits. The way we built the communication is centered on young people that want to live the moment, to be in love, with their friends, to have fun at parties with friends. From here until the campaign’s “on +” idea was just a step and 250 ml extra in the Pepsi bottles (…) With the new Pepsi bottles, we managed to find the proper measure for each consumption moment of the day, answering the concrete needs of young people. Each moment has now a dedicated Pepsi packaging: from unplanned parties to quiet afternoons, from days close to the loved one to moments only one enjoys; no matter the occasion, Pepsi is close to you

Adriana Nestoriuc,

Group Brand Manager CSD, PepsiCo Romania.

Pepsi’s new + range has a communication campaign that includes TV ads, in-store executions and OOG.

The campaign includes 3 ads, available on Pepsi Romania’s Youtube channel. The ads were directed by Iulian Moga and produced by Roco Media. The soundtrack was created and interpreted by DeMoga Music artists: Marius Moga, Liviu Teodorescu, Alin Sterian, Ionut Vasilache , Loredana Cavasdan, Petre  Ioachim, Romeo Bejan, Cristian Ungur, Liviu Teodorescu and Loredana Cavasdan.

Teams involved in developing the campaign are:

• Pepsi Romania: Calin Clej – Marketing Manager Beverages, Adriana Nestoriuc – Group Brand Manager CSD  and Alina Craciunoiu – Assistant Brand Manager Pepsi 
• Graffiti BBDO: Alecsandra Roman – Strategic Planner, Vlad Lazar – Creative Director, Cristina Panaitescu – Art Director,  Ana Vasilache – Copywriter,  Bianca Dordea – Client Service Director, Delia Arghir – Account Director, Ionelia Craciun – Account Executive and Liviu Isop – AV Producer