Manila, Philippines – Filipinos have long been known to repurpose things, including the commonly-practiced repurposing old ice cream tubs as tupperwares to store various items, including food items. This has led to hilarious instances where one would assume that the ice cream tub contains ice cream, but in fact contains other food items.
Such quirky part of the modern Filipino culture has led soft drink brand Pepsi in the Philippines to launch a new campaign called ‘tubAWARE’ which advocates against being shortchanged to whatever they want to consume or buy for themselves.
The campaign, created by creative agency BBDO Guerrero, stemmed from a scene in a prior Pepsi Philippine video commercial that showed various instances of being faced with shortchanges, such as small dresses, a low-class luxury bag, or a cold bowl of soup.
In the said video campaign, Pepsi shows that their product ‘Pepsi Go’ has extra 30mL on their bottle for added value for their customers.
Through the ‘tubAWARE’ campaign, online users can play around with customizing a digital ice-cream tub by uploading their food photos to the site, and add quirky lines to avoid the tub being assumed to have ice cream inside.
“It started out as a scene in the video. But it resonated so well we decided to give people the tools to create the customizable labels that would stop the feeling of being shortchanged” says David Guerrero, creative chairman at BBDO Guerrero.
Since its launch, tubAWARE’s announcement earned organic engagement roughly 30% higher than the average post, with more and more people sharing it on Facebook, Twitter, TikTok and other social media platforms.
Clicks to the website have been 9 times more effective at 1.8% clickthrough rate (CTR) compared to the usual 0.2%, while a visit lasted 300% longer than the average showing, like the product, just how much of a hit this idea is proving to be.
“Pepsi is not here to tell you off. Instead, we’re here to turn those frustrations into fun,” shares Gutzee Segura, CSD marketing manager at Pepsi Philippines. She added that Pepsi wants to make its connection to the younger audience stronger and having executions that are relevant to their truths can help make the brand more relatable to this emerging audience.
Pepsi Philippines has succeeded in the past in tapping with the younger audience with their product. Just recently, they launched an augmented reality (AR) campaign where they encouraged online users to use their limited Pepsi X BLACKPINK cans to be transformed digitally as lightsticks.
