An activation of the global Michael Jackson King of Pop campaign making it locally relevant and the distinctive summer promotion of 2012 whist improving brand distinctivity and driving volumes
A multifaceted integrated local campaign encompassing key distribution channels QSR, Trade, On-premise/Event, Sponsorship – Tastee Patties, Modern and Trad Trade island wide, Pop-up parties at key clubs island wide leading into Sumfest. All tied together by a digital activation the culminated with KOP booth and an interactive Augmented Reality booth at Sumfest.
Increase in brand distinction KPIs and increases in volumes at Tastee and key on premise locations. Pepsi’s booth at Sumfest stole the show even from the main stage at times. Pepsi’s Facebook fans by 30% during the campaign.