Pepsi joys it forward

Pepsi's campaign, the first to feature its new fresh-faced logo - it actually looks kind of like a smiley face - aims to reacquaint Canadians with the brand. Developed for English Canada by BBDO Toronto and for Quebec by BBDO Montreal, it stems from Pepsi's global positioning, 'Every generation refreshes the world.'

Pepsi’s campaign, the first to feature its new fresh-faced logo – it actually looks kind of like a smiley face – aims to reacquaint Canadians with the brand. Developed for English Canada by BBDO Toronto and for Quebec by BBDO Montreal, it stems from Pepsi’s global positioning, ‘Every generation refreshes the world.’

‘We really needed to make sure that it lived locally,’ explains Dale Hooper, VP marketing, PepsiCo Beverages Canada. ‘So, that’s why we’ve taken the global strategy and brought it to life in Canada, in both English [Canada] and in Quebec in slightly different ways, using Canadian agencies.’

In English Canada, the idea coalesced as ‘Joy it Forward,’ a positioning that encourages people to embrace and spread exuberance and goodwill, building from the insight that ‘Canadians are as optimistic and as positive as anyone else, if not more,’ says Hooper.

The creative includes a 30-second TV spot, TSAs, bus and train wraps, online ads and billboards with bright colours. Optimistic words and phrases using Pepsi’s new smiling logo in place of the letter ‘o’ aim to elicit positive feelings. It all directs people to Joyitforward.ca, where they can share their moments of joy by uploading photos. The site also features a ‘Joy Meter’ that measures what people are doing online to spread the love; for example, the number of mentions of joy on Twitter.

The Quebec effort constitutes a more literal translation of the global positioning and draws from the fact that it’s the 75th anniversary of the first bottle of Pepsi coming off the production line in the province. Featuring the longstanding, Quebec-specific tagline, ‘Ici c’est Pepsi’ (Here it’s Pepsi) – a testament to it being the pop of choice in the province – a 60-second TV spot displays a sequence of historic images and video clips that illustrate significant moments of joy in Quebec, as well as the evolution of the Pepsi brand over the last 75 years. POS, billboard and superboard ads show a ‘refresh’ symbol in-between the original cap and the new logo.

‘The whole focus there is the evolution of Quebec culture and how Pepsi’s been a part of that,’ explains Hooper.

It all drives Quebecers to Icicestmieux.com, where they’re encouraged to brighten the world and spread some joy by doing anything from painting potholes pink to putting clown noses on statues, and to share those gestures with others by posting pictures or video to the website.