PEPSICO/BRITVIC - TRANSFORM YOUR PATCH

TV, print, digital, social, in store, on-pack, OOH

London 2012 presented brands with the chance of Olympic gold - not just athletes. Sadly, Coke were awarded the official soft drinks sponsorship over Pepsi, and looked set to dominate the Games.

With a budget 20 times greater than our own, it looked like Pepsi would have to settle for silver. However, we persuaded them that if they couldn't out-spend Coke, they'd just have to outsmart them.

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We united 11 brands from the PepsiCo Britvic portfolio to create our own Olympic team. We knew that consumers were concerned as to what legacy or impact would be left after the games were over. So we created a legacy of our own.

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Every product across the 11 brands featured a 1cm²

patch of grass. This simple graphic represented a real, tangible 1cm² patch of that would be regenerated around the country; turning neglected land into skate parks, playgrounds, picnic parks and five-a-side pitches.

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The promise to transform run-down areas was something that caught the imagination of both communities and retailers generating incredible results; a real David and Goliath story. 

• 9.5% volume increase  v  4.6% target

• 8% value increase v 1.3% target

• 18% growth in F&D across the primary grocery retailers

• 1.6% market share increase across all soft drinks (2.2% in grocery)

• Even during Coke’s strongest period, the Olympics itself, our share grew by 2.3% in Grocery

• Plus over 200 patches of land were transformed

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Awards

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IMC EUROPEAN AWARDS: BRONZE – Innovative idea or concept

IMC EUROPEAN AWARDS: BRONZE – Integrated communication

MARKETING WEEK ENGAGE AWARDS: WINNER – FMCG

MARKETING WEEK ENGAGE AWARDS: WINNER – In-store/Shopper

MAAW GLOBE AWARDS: GOLD – Non-alcoholic beverage

CREATIVE BUSINESS IDEA AWARDS: SILVER