Background
Pepsi wants to launch a special edition can for the holidays and they want you to create a campaign to base both the design and the communication. You should take into consideration that this won’t be your regular holidays, people won’t be able to go back home or even do big parties. The message should be hopeful but self aware.
Objectives
-
Define audience: It can be through a persona or a target audience.
-
Competitive research (Obstacles)
-
Redefine your goal
-
The creative rationale / Build Up
-
Creative platform
-
The tagline
-
The campaign tone
-
The Visual identity / Visual Tone
Challenges
Finding common ground in generational gap
Where is their intersection? What could possibly resonate with both groups?
Market
Two generations, One house: Boomers and MilZoomers
The right strategy will need to draw on both, toeing the line of classic holiday nostalgia and interesting/captivating visuals.
Insight
Reviving what their parents remember.
The search for the unconventional and the alternate has led many MilZoomers to immerse themselves in the music and aesthetics of lo-fi and synthwave.
The defining characteristics of these genres? 80’s retro nostalgia, remixed and sampled and repackaged for modern tastes.
The Can:
Nostalgia:
Collaborators
Connor Lohse
Stefanie Rubin
Nicholas Abad
Copywriter
Copywriter
Strategy