Wirz advertising launches mysterious can
«People like the taste of Pepsi Max—they just don’t know it yet,» is the tagline of the new Pepsi campaign. To ensure that consumers aren’t distracted by brand messages while trying the product, Wirz Werbung, in cooperation with Streuplan, distributed nearly 200,000 black, unbranded cans throughout Switzerland.
The question was: "Do you like this cola? Anyone who answered "Yes" or "No" by text message could win 10,000 Swiss francs. The sampling was advertised in "20 Minuten" and on its distribution boxes.
Online tasting and voting also took place. The first digital taste test took place on Tastyornot.ch, where users could taste the cola while licking the screen. The April Fool's joke was debunked after two days by a public report on 20min.ch.
Print ads and online banners revealed the mystery of the mysterious can a week later. Pepsi revealed itself as the sender and proudly presented the result of the vote: "72 percent of Swiss people like the taste of Pepsi Max - and 80 percent just like the taste of their screen." Competition and sampling will continue with the official can.
Responsible at Pepsi Co: Delphine Knieps (Marketing Manager), Oliver Landwehr (Brand Manager). Responsible at Wirz Advertising: Thomas Kurzmeyer (CD), José Perez (AD), Katja Schlosser, Valentin Cheli, Stefanie Wolf (graphics), Bianca Kury, Winfried Schneider (text), Patricia Holend, Isabelle Jubin, Markus Schärer, Anne Hoepfner (consulting), Ralf Brändli, Beda Wermelinger. Responsible at Streuplan: Marco Schlatter and Oliver Schwab.
