Pepsi Celebration Contest Ended
Express

How can you disrupt boring tradition and make Pepsi young people’s indispensable drink of choice for traditional family gatherings and occasions?

Start July 08, 2016 End July 17, 2016 23:59 UTC Deliberation Results August 2016
Start
July 08, 2016
End
July 17, 2016 23:59 UTC
Results
September 2016
News

Important note

15 Jul 06:28

Think about specific moments that show the tension young people feel at traditional family gatherings and how they resolve the tensions because Pepsi makes a difference?

Remember: We're looking for exciting new ideas that are also disruptive and appeal to young people aged 15-25. While they’re not usually the ones who buy drinks at these occasions, they are a big influence on their mothers who go to the supermarket. Your idea should resonate with young people and make mums happy to buy Pepsi for them.

Brief

Context

All across the world, across different cultures and nationalities, families celebrate traditional occasions that hold meaning and symbolize the rich histories of their past, along with great hope for what is to come. Family is at the heart of these celebrations and it is a time to show love, respect, and care through thoughtful gifts, good deeds and family reunions.

Young people, age 15-25, view these celebrations with mixed emotions – on one hand they hold excitement for these occasions as milestones for change and hope for the future, on the other they feel bored and pressured with the rituals and formalities they are expected to do. Pepsi believes in the excitement of doing things differently and wants to encourage young people to make the most of each moment and family occasion.

Today, Pepsi wants your creativity to get young people age 15-25 to actively seek Pepsi out as their indispensable drink of choice for these traditional family occasions. We know mums are the ones who stock up the fridge but they want their children to be happy and will buy the best things that their children like, so your idea should appeal to young people.

Creative Challenge

In a poster with a tagline, help Pepsi disrupt boring tradition and make it an indispensable drink of choice at traditional family gatherings and occasions.

Pepsi is all about “living young now” and wants to unlock excitement for young people by doing things differently. Without showing clichéd visuals of a family together drinking Pepsi, how would you convince people, in a different way, that Pepsi is an indispensable part of family occasions where the family gets together to enjoy each other’s company with a hope for the future?

Your idea should be exciting and disruptive and appeal to young people aged 15-25. While they’re not usually the ones who buy drinks at these occasions, they are a big influence on their mothers who go to the supermarket. Your idea should resonate with young people and make mums happy to buy Pepsi for them.

To help us understand your idea, please answer the following two questions:

  1. Please provide a brief description of your idea. How is it exciting and relevant to young people?
  2. How does your idea help reconcile the tension young people feel in wanting to be a part of traditional family get-togethers and the pressure of rituals and formalities they are expected to do?

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Think about how you can put yourself in the young people’s shoes and make your idea more effective and resonate with them. These young people feel tensions about reconciling traditional ideals with contemporary ones. How can Pepsi bridge the tension and connect generations?

Some examples of bad entries: A visual of a family sitting around the table smiling and drinking Pepsi. Although ultimately, we do want Pepsi to be the drink of choice for families at family gatherings during festive times and occasions, a visual of the scenario is very clichéd and not very compelling.

Prizes

Jury's Prize

  • #1 Prize €1,500
  • #2 Prize €600
  • #3 Prize €400

Format

1st page a poster with a tagline; 2nd page answers to the two questions (maximum 2 pages PDF).

Winning Criteria

The brand will select winners that are most able to make Pepsi relevant and contemporary to young people in family get-togethers that are usually seen as traditional. Pepsi is looking for exciting and disruptive ideas that will get young people thinking about family and reunions in a very different way.

Guidelines

Guidelines for this contest

  • All entries must be submitted in English.
  • You can download the Pepsi logo from here
  • Remember to include a tagline that summarises your idea along with your poster visual.
  • Please do not show clichéd visuals of a family together drinking Pepsi in your idea.
  • Please answer the two questions above with a clear description and narrative so we understand what your idea is about.
  • Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.