Pepsi launches ‘Hit Refresh’ outdoor campaign
In January 2010 Pepsi takes to the streets with one of the heaviest weight outdoor campaigns in Australia’s history: Hit Refresh.
Hit Refresh introduces the evolution of the renowned Pepsi globe logo with a massive outdoor campaign hosted by newly announced MTV VJ Erin McNaught and stable mate Darren McMullen.
Hit Refresh outdoor advertising encompasses large format billboards,bus shelters, street furniture, bus sides, bus interiors, mobileoutdoor sites and will run from the first week of January to midFebruary.
The outdoor campaign is dominating key EYE Platinum Collection sites across Australia, featuring the city bound Glebe Island Silos in Sydney, the Landmark Portrait at Bourke and Swanston Street in Melbourne, and the Britannia Hotel Landmark in Adelaide. The theme is tied in with the new decade and the use of Large Format provides depth and coverage while also maintaining an emotional connection to the consumer.
Mike Tyquin, CEO, EYE ANZ says that the campaign represents “the biggest 4-week Large Format Billboard campaign in Australian history”.
Adds Mark Machet, general manager, Eye Drive: “This is a great campaign as we head into the year of audience measurement. Pepsi have always been champions of Out-of-Home – they understand the medium and when strategic objectives are combined with a true understanding of Eye Drive’s large format coverage it makes for a successful campaign.”
Eye Drive reaches 13 million Drivers weekly.
While the outdoor headlines the campaign, the core of Hit Refresh is apartnership with youth channel MTV and a social networking basedscavenger hunt, as well as online media, in-store media, in-storepromotions and product sampling.
Through the MTV partnership,the pay TV channel has created and produced multiple televisioncommercials (1 x 60, 2 x 30, 2 x 15 second). The Hit Refreshcommercials launched from 1 January 2010 on MTV, VH1, Network Ten andNine’s digital GO! Channel.
In the spots, MTV VJs ErinMcNaught and Darren McMullen literally “Hit Refresh” by beingtransformed into a different scene each time they Hit an oversize Pepsilogo, or “Refresh” button.
The commercials support theHitRefresh.com.au website, the hub of a social network scavenger huntvia which consumers can win one of 101 Pepsi Refresh Cards loaded with$250 to “Refresh their world” however they choose – be it their style,lifestyle, destination, tunes, social life.
With over $25,000worth of Pepsi Refresh EFTPOS cards up for grabs, the “Hit Refresh toWin” promotion takes place through 101 hunts over 40 days in 8 citiesaround Australia starting from 4 January and requires consumers tofollow Pepsi’s twitter or Facebook pages.
Winning a hunt requiresa consumer to locate and be the first to “Hit” the Pepsi Refresh buttonby following clues “tweeted” & “Facebooked” during the hunt by aPepsi team member, known as a Pepsi Refresher.
HitRefresh.com.au aggregates the Pepsi Twitter and Pepsi Facebooksites in a single location to give consumers the opportunity toschedule hunts in their area and follow the clues. The activity isfurther supported with online media as well as street activations.
Ata retail level, In-store media extends the reach of the outdoor intothe retail environment both in and outside stores such as Coles,Woolworths, Caltex and 7-Eleven.
PepsiCo Beverages businesspartner Schweppes Australia has activated account specific support andpromotions in Coles, Coles Express, Woolworths, Woolworths Petrol Plusand 7-Eleven. These will run in conjunction with a traditional route(up and down the street) trade promotion offering the chance to win ashare of $25,000 in instant prizes.
Australia is the firstPepsiCo International market to launch the new look Pepsi trademarkacross the four Pepsi brands – Pepsi Max, Pepsi, Pepsi Light and PepsiLight Caffeine Free. The new look packs started appearing on Australianshelves in October 2009 and are a major update to the Pepsi globe whichwas created during the World War II period.
In the US, the newlook Pepsi was launched a year ago during the American Presidentialinauguration. A year on, the latest US campaign – ‘Pepsi RefreshProject’ launches 1 February 2010.
more evidence of why we have ad agencies
A treasure hunt. How original.
If you can’t say something nice…..
End of post
………ah its nice to be needed, agencies that is.
I don’t mind the line. That’s pretty much where my admiration starts and stops.
It took me 10 minutes to figure out how the promotion works. It sounds like a part time job is involved in following the treasure hunt. Too hard and too boring. And does everything have to include some kind of twitter and or facebook involvement? Yes, I am over 30.
It took me 10 seconds to work out how the promotion works. It sounds like 1/2 a brain cell is required to follow the scavenger hunt. Looks like easy money and a bit of fun if you happen to be in the neighbourhood. Great SIMPLE use of social networks – FINALLY moving away from bloody ‘design/name etc our product’.
Yes I’m under 30 which is probably Pepsi’s demo too Mr Bitter 30+ above :=)
I like it. Looks cool.
I love it. Very nice art direction. A bit different than the usual ad agency shit. Well done MTV for trying something new!
As usual the jealous regulars lurking on this blog come out with full force.
These spots are pretty damn good, considering the brand.
Not sure about the whole treasure hunt thing but I really like the 30 and 60 sec spots. Amazing art direction.
Really nice looking spots.
And “Trent”, I think you should be concerned.
If a tiny TV station can do this in-house, we are pretty much obsolete…
Get off your high horse please. It’s a big brand doing work you’d expect from a big brand. There’s a whole lot worse that some agencies are responsible for. It looks really good and is executed well as a piece of design. Get over it.
So did MTV make the TV ads and Clemenger the Billboards?
I dont get it.
I like the TV spots a lot, they look like a Lady Gaga video.
The billboards are a bit safe for my taste but with that amount of money spent its not a surprise….
Great to see the tall poppy syndrome is alive and well in Australia still : )
Wow – the spots look great. Simple and stunning. Treasure hunt things a bit over-done though. I agree that the whole thing is better than a lot of the crap that gets pumped out by big ad agency types. Nice to see something fresh.
Andy – yes pretty sure Clems did the treasure hunt and outdoor then MTV concepted and executed the TV spots.
Anyone know what the TVC budget was?
Apparently they spent a shit load on the bill boards…
Call tech support. I’ve hit refresh and it’s definitely not working.
Andy – Apparently they spent less than $50K on the whole TV production.
Fucking awesome. 345 followers on Twitter. Billboards, TV, Mass Media……It looks like this thing is going to win a bucket load of awards. So what is your ROI? What was the budget. Pepsi Fail I think.
Not too bad at all.
incredibly contrived / weak performance from the two characters
Sorry dont find any of it very refreshing.. …will hit the schweppes instead
Ew, yucky poo poo
Why the negative comments?
I think it’s quite cool.
Giant poo sandwich..
Here is what I don’t get:
clemenger did the billboards and the creative concept / scavanger hunt.
MTV only shot the tv spots yet clemengers are not even mentioned…
So much tall poppy syndrome here you guys must be smoking it.
Why is everyone so angry? Do you hate your jobs?
whats with the tall poppy comments?? Isn’t this site for critical comment? the work is average at best, perhaps its only saving grace are Erin’s lovely face and frame. Have Clems ever done anything interesting for Pepsi?? I’d love to know if so.
If as many Clems staffers watch the youtube vid as there are Clems staffers posting ‘this is awesomeness UR losers’ comments then it may even reach 600 views before June. For a global brand it’s weak, the ads look like something for LA Cola.
What are we commenting on here exactly?
The whole text is about the billboards but the ads we are shown are the TV ads.
I really like the TV spots – they are different.
The billboard spots I dont like so much.
“whats with the tall poppy comments?? Isn’t this site for critical comment?”
-Giant poo sandwich
Very constructive. Not at all jealous…
2.02 you missed my point, i was referring to the Clems staffers asking why people were cutting the work down. I agree with your evaluation of the work.
Hmm, refreshingly complex…
I found another article it actually lists the credits in full:
MTV did all the tv creative and production
bellamyhayden did the campaign strategy
eightyk’s did the media buying
Tango communication did the twitter/facebook scavenger hunt
Amnesia (Razorfish) did the online
Clems only did the billboards
How many agenices does Pepsi have?! I think they must be giving Clems a rapp over the knuckles by outsourcing the TV production to MTV. And it looks really really good!! Ad agencies….. mmmm could have easily not used one at all!
It still tastes like shit so I think this campaign is quite appropriate.
you got it. Poopsi Cola. sheeesh. Poor man’s Coke. Bring back Michael and Britney.
This type of treasure hunting seems to be based on something called “geocaching” for those who give a shhhh.
it has a pretty decent cult following but i wonder if its popular enough to use as a mechanic in a promo aimed at the masses. it also seems like a lot of work for a small prize.
but… its certainly more exciting than an under the cap drive.
The Tv left me cold. It doesn’t look premium enough to represent a global brand.
and the hit refresh concept feels expected. (a soft drink that refreshes – really?)
Then again, is another really expensive TV ad featuring a US celeb really what we need.
Schweppes burst still on top then…
superb! Lady gaga is a an astounding gal. I truly adore her music. I took my kids to see her last month in concert and had a fantastic time.