Pepsi’s Camapign-
Swag Se Solo Campaign (Salman)
Pepsi:- Pesicola :-
Anthem marketing for Youth
(Single)
Swag Se Solo rejoices the confidence of the Indian youth and
encourages them to unapologetically embrace their relationship status.
Deep Inside Meaning
Being single and owning it,
One of the most important relationships is the one we have with our
self.
Having a little alone time and self-indulgence every now and then
is just as important as celebrating with others.
Focus of Pepsi
Anthem is an extension to the brand’s youth-centric campaign,
Pepsi’s global genes, pride and new generation.
Pepsi’s youth-centric
campaign ‘
Pepsi is focusing on Anthem marketing
Salman Khan Feelings:-
Brand ambassador and Actor, Salman Khan, said, “I have a good
feeling about Swag Se Solo, given the anthem is relatable to me, and to the
generation of today, who is extremely confident, has the right attitude and
doesn’t shy away from being who they really are. We had fun shooting this song
and I am happy to be associated with Pepsi, a brand that focuses on the youth.”
Campaign Highlights:-
GenZ’s attitude towards life and relationships
Purpose for making this Campaign
Music was the best way to engage with the nation.
celebrate Single youth's confidence, and empower the youth of today
who is single by choice
We want to rejoice the youth of today with music and urge all those
who are single to embrace their relationship status with self-confidence,
unshakeable self-belief and irrefutable Swag.
Details of Campaign (Creativity)
Created by Wunderman Thompson,
Composed by Tanishk Bagchi and choreographed by Remo D’Souza,
JWT.
Association - T-Series
Released on February 10 in association with T-Series,
Time duration of Advt- during Valentine's week
Media - TV, social media, Ganna.com, youth platforms such as YouTube, TikTok,
video, and audio streaming apps, radio and TV
Research Findings Before Campaign designed:-
As per the Research At least 7 out 10 Indian men in the age group
of 15-30 years are single.
Youth do not shy away from embracing their relationship status as
they are effortless,has self-belief, found in
the study.
The sentiment of embracing
singlehood is found globally simllar and in both gender
Concept
Promotional Strategy
conceptualising brand anthems.
Why this campaign is launched
Pepsi is FMCG product so need everyday Advertizing for Memory and
recall for Purchasing product
Pesi needs to be being top of mind at all times is very important.
The brand should be currently visible and must make noise in FMCG
sector
People usually forget brand purchase after some time if brand is
not on top of the mind
FMCG product need struggle
to stay relevant among the youth
The association of any particular celebrity in this category is
weak so that association doesn’t last very long.
Salman Khan :- Credentials
Salman Khan is known to have a strong connect across generations
and genders.
His dynamic appeal is equally strong in urban and rural markets
Salman Khan is a youth icon for youngsters across the
nation.
Logic behind the Campaign:-
Music was the best way to engage with the nation.
" Based on the consumer insight that at least 7 out 10 Indian
men in the age group of 15-30 years are single the brand decided to work with
Salman Khan for this campaign.
Swag se Solo as a proposition fits pretty well with Salman Khan,
whose bachelorhood has been a topic of discussion and interest since decades
Each brand tries to build a Brand Personality.
The ingredients include the script, the positioning, the role
played by the celebrity and the complete tangible and intangible package.
In this case, using the brand’s (logo) and brand personality symbol
(bracelet) and the unique style of dancing, keep it different from earlier ads
in the category.
This song and dance are refreshing, even though the person is
familiar, the brand personality is unique.
Elements like swag, the dance and the bracelet and the sign of the
hand, differentiate it while maintaining the entertainment, memorability
value,”
campaign encourages Youth to unapologetically embrace their
relationship status.
Nothing wrong in taking Salman Khan, even though he might be over
50.
He connects and appeals to a huge population of youth, especially
in the small towns. They all worship him.
not be the most ideal scenario, it can be taken as an interesting
take, an interesting contrast too
Salman Khan Has Done Advertisement for Coca cola -
Thumsup & Pepsi
Just as in films, the same actor plays different roles, in
different eras, the same brand ambassador may be accepted by consumers if the
treatment and situation are different.
Positive points of pepsi
Pepsi is a brand that understands the pulse of the youth and we
have always tried to engage with the young generation
Promotion media
Reason for the Advt/promotion
Music was the best way to engage with the nation.
Pepsi celebrated the single community
Rejoicing Gen Z’s attitude towards life and relationship
Previous campaign
Har Ghoont Mein Swag’ anthem, which featured Bollywood actors Tiger
Shroff and Disha Patani, and rapper Badshah
‘Har Ghoont Mein Swag’ campaign
led to the campaign garnering 3 billion views with consumers coming up
with their own take on the challenge.
Har ghoont mein swag -Pepsi used TikTok to rollout the ‘Swag Step
Challenge’ which generated over 5.4 billion views and one lakh user-generated
content.
Target Market:-
Youth of today who is single by choice
No one talks about people who are single and Pepsi wants to
resonate with that audience
The firm targets Generation Z, that consists of young onsumers
belonging in the age group of 18 and 24 years.
Youth of today who is single
by choice.
New trend of millennials preferring to be self-partnered.
Based on the consumer insight that at least 7 out 10 Indian men in
the age group of 15-30 years are single.
all those who are single in
status with self-confidence, Firm self-belief and high on swag
Next generation, who is
extremely confident, has the right attitude and doesn’t shy away from being who
they really are.
Impact
whole country will be dancing to the beats of the anthem
witnessed massive success with over 100 million views on YouTube.
Pepsi’s #SwagStepChallenge
Created a record of 51
billion hits on TikTok and the recent
Swag Se Solo challenge had over 5 billion hits with over 50,000
videos
The thought is nice. The connect is nice. The song/anthem is also nice,
Disadvantages of Campaign :-
first feeling I got was that Pepsi has launched a deodorant.
His endorsement of Pepsi is not likely to yield results for the
brand immediately
Wedon’t get the beverage feel of the brand. Wedon’t get the macho
feel of the star.
Both the brand and the celeb have done great work individually, but
this quite doesn’t come together.
It is Evident dilution of Pepsi’s global genes, pride and new
generation.
One such example is the use of the 53-year-old actor, trying to woo
millennials with a swag
Problems
This category of soft drinks is a low impulse involvement category.
Often brands don't understand the reasons for their own Buying
Propensity, or why their consumer is keen to buy them.
Salman's connection with Taste the Thunder had been long standing
and iconic
Only aiming it at Salman’s north-skewed fan base. Which again
doesn’t make much sense.
In any case, there is very
little differentiation in the category
To most people whichever is the most top of mind brand tends to be
the one that most people ask for.
Salman Khan is the sum of all the Colas and drinks he has
advertised in the past, so there sure is a dilution
Way back in 1985/86 there used to be a soft-drink brand called
Sprint launched by the UB group.
This was before Coca Cola and Pepsi. 34 years ago too Salman Khan
was associated with this soft drink brand too.”
It is highly driven by advertising and therefore being top of mind
at all times is very important.
The association of any particular celebrity in this category is
weak so that association doesn’t last very long.
With the consumers, they would not even remember the ads Salman
Khan appeared on earlier.
The brand should be currently visible and making noise.
Once that dies down the top of mind awareness also comes down.
use of the 53-year-old actor, trying to woo millennials with a swag
The only connect here is the conversation about Salman Khan's love
life that is five to seven years old.
It's not the most catchy or sticky anthem. But it's not bad
either."
Reference/bibliography/source
https://brandequity.economictimes.indiatimes.com/news/marketing/brand-equity-exclusive-pepsi-launches-new-anthem-swag-se-solo-with-salman-khan/74056765
https://www.exchange4media.com/advertising-news/can-salmans-swag-se-solo-add-more-fizz-to-pepsis-biz-102601.html
https://www.campaignindia.in/tag/swag%20se%20solo
https://www.adgully.com/pepsi-s-valentine-s-day-anthem-crosses-100-million-view-on-youtube-91185.html
https://www.adgully.com/pepsi-s-valentine-s-day-anthem-crosses-100-million-view-on-youtube-91185.html
https://telanganatoday.com/salmans-swag-se-solo-launched-for-singles
https://www.livemint.com/industry/media/pepsi-celebrates-singlehood-with-salman-khan-campaign-ahead-of-valentine-s-day-11581332530206.html
https://www.outlookindia.com/newsscroll/salmans-swag-se-solo/1730319
https://www.buzzincontent.com/story/pepsi-launches-music-video-swag-se-solo-single-with-brand-ambassador-salman-khan-ahead-of-valentine-single-s-day/
https://www.financialexpress.com/brandwagon/pepsi-comes-back-with-a-swag-promotes-singleton-this-valentines-day/1862408/
https://www.bhaskarlive.in/putting-a-twist-to-the-week-of-love-pepsi-launched-its-swag-se-solo-anthem-today/
https://www.showboxchannel.com/watch-salman-khan-stars-in-pepsis-new-anthem-swag-se-solo/
https://filmymarkets.com/salman-khan-to-feature-in-the-new-pepsi-anthem-swag-se-solo/
https://brandinginasia.com/salman-khan-celebrates-being-single-with-swag-in-pepsi-ad-leading-up-to-valentines-day/
https://www.designyatra.com/love-on-the-billboard/
https://thetechoftomorrow.com/salman-khan-to-feature-in-the-new-pepsi-anthem-swag-se-solo/
https://in.news.yahoo.com/pepsi-comes-back-swag-promotes-054131994.html
https://bestmediainfo.com/2020/02/this-valentine-s-day-celebrate-all-kinds-of-love/
Source: Campaign India
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