CHALLENGE

PepsiCo Canada wanted to build on the success of the 2019 Pepsi Stuff campaign by offering their most loyal customers EPIC stuff in 2019. Pepsi wanted to own the Summer and push the core brand SKUs, offer amazing instant win opportunities for their consumers, and increase the participation from the 2018 program.  

CHALLENGE

PepsiCo Canada wanted to build on the success of the 2019 Pepsi Stuff campaign by offering their most loyal customers EPIC stuff in 2019. Pepsi wanted to own the Summer and push the core brand SKUs, offer amazing instant win opportunities for their consumers, and increase the participation from the 2018 program.

SOLUTION

Working with PepsiCo and their partners, the MRi team helped to identify and enhance the 2019 program to include updating packaging communication to highlight and draw attention to the Grand prize cash drawings, develop strong visuals on the website for a high-end look and feel, offering a streamlined digital experience for the consumers. The MRi team managed the creation, security, and distribution of unique PIN codes to the PepsiCo suppliers, website development, and handled consumer relations inquiries for the entire program. We also utilized our Consumer Connect platform to identify consumer trends and behavior during the program and provided results in real-time to the PepsiCo teams. From the beginning, the PepsiCo team had aggressive goals for performance and redemption in year 2 of the program.

SOLUTION

Working with PepsiCo and their partners, the MRi team helped to identify and enhance the 2019 program to include updating packaging communication to highlight and draw attention to the Grand prize cash drawings, develop strong visuals on the website for a high-end look and feel, offering a streamlined digital experience for the consumers. The MRi team managed the creation, security, and distribution of unique PIN codes to the PepsiCo suppliers, website development, and handled consumer relations inquiries for the entire program.  We also utilized our Consumer Connect platform to identify consumer trends and behavior during the program and provided results in real-time to the PepsiCo teams. From the beginning, the PepsiCo team had aggressive goals for performance and redemption in year 2 of the program.  

RESULTS

Pepsi surpassed its consumer engagement target: 

-42% increase in PIN code entries from the previous year

-58% increase in unique user entries from the previous year

-Achieved growth across all the core SKUs

– Gained consumer share against competitors during the same time period