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Case Studyon
Pepsi Bubly
Pepsi aimed to create awareness for their new brand, Bubly, increasing sales and market penetration with the launch of their new product.
The campaign objective
In a highly competitive category, Pepsi aimed to increase sales and market penetration with the launch of a new product. The goal was to create awareness for the new brand, positioning it as a fun and playful option that delivers delicious refreshment without any guilt.
Campaign timing:
2 months
Category:
FMCG
Active Markets:
Sydney, Melbourne, Brisbane
Target Audience
People 18-54
The oOh! Solution
We drove impact and brand fame for Bubly by using our largest, high-profile billboards in each Eastern Seaboard market, including a 3D Anamorphic execution our iconic site in Melbourne’s CBD, ‘The Bourke’.
What did the brand uplift data tell us?
This campaign achieved significant growth in buyers and market penetration. Buyers were predominantly aged 35-54, making up over half of the customer base. 79% of the customer base were couples without children or families with children, with a 12% higher likelihood of being female.
Key Insights:
Recommendations to Drive Sales & Penetration
- The results show the value of using prominent, mass media formats are highly effective for a brand launch reaffirms the strong synergy between Out of Home and digital advertising.
- Targeting specific buyer demographics will enhance reach to high-value audiences and provide more detailed reporting metrics.
- A multi-format Out of Home approach can drive even stronger results by maximising audience reach throughout the entire path to purchase journey.
