Pepsi #Noshakincarrygo

The Nigerian consumer market is very price sensitive and is always on the look out for brands that offers more for less.

Pepsi’s biggest competitor Coca Cola introduced 2 SKUs into the market, 35cl at N100 and 60cl at N150. This move led to a drop in market share for brand Pepsi.

In response to this development, Pepsi planned to reduce the 50cl pack size to N100 from the initial N120 retail price. Task for Agency was to introduce this new price in a way that the consumers would be excited about the price reduction and prefer it over what competition was offering.

Pepsi’s biggest competitor Coca Cola introduced 2 SKUs into the market, 35cl at N100 and 60cl at N150. This move led to a drop in market share for brand Pepsi.

In response to this development, Pepsi planned to reduce the 50cl pack size to N100 from the initial N120 retail price

Our Target Audience (16-24 year old) are always in search for the next best deal without compromising on their lifestyle. The reality at the time was that times were tough (inflation) and money tight, so Pepsi used “No Shakin’ Carry Go!” as one mantra to send a clear message to consumers that in these tough economic times, Pepsi was offering 50cl at N100 to enable consumers enjoy great tasting cola at the same volume.

The campaign was executed in two phases; the tease phase involved the use of a Pepsi ambassador to create curiosity and generate excitement among the TG. And the reveal phase, was to introduce the new pricing and campaign message (“No Shakin’ Carry Go!” , to drive awareness, consideration and demand for the brand.

Phase One (Tease): Campaign was seeded on social media using the Pepsi Music Ambassador Tekno. A fan tweeted asking Tekno to get Pepsi to drop the price from N120 to N100. Tekno responded to this tweet tagging Pepsi and asking them to consider the request. Pepsi responds to this tweet in a veiled format driving curiosity amongst twitter users. All tweets were amplified online and offline by mass influencers, online/social blogs and OAPs generating conversation around the tweets between Tekno, the fan and Pepsi.

Phase Two (Reveal): Three days after seeding the No Shakin Carry Go message, the new price was introduced on Digital, Radio, OOH and OTG. Digital, OTG and Radio was used to drive engagement and excite consumers on the value offering of the new price. While OOH was used to drive mass awareness.

Pepsi Ambassadors and social media influencers were actively used to drive the No Shakin Carry Go campaign generating massive TOMA and e-WOM for the brand..

The hashtag was delivered to over 248 million Twitter & Instagram timelines, with over 53.1 million unique accounts reached on Twitter & Instagram.

Over 22,000 tweets using the #NoShakinCarryGo hashtag were posted during the campaign while #NoShakinCarryGo trended consistently throughout the campaign in Nigeria and Lagos.

On Youtube and Display the campaign achieved over 23.5 million impressions

#NoShakinCarryGo achieved massive word of mouth through out the campaign and the mantra became one used by people in conversations during this period and beyond

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