Home Content marketing Why Pepsi is betting big on the “Money Heist” craze in India

Why Pepsi is betting big on the “Money Heist” craze in India


Even as the hit and often controversial television series “Money Heist” prepares to launch its season 5, Pepsi and Netflix are developing a new marketing strategy book to create a buzz around it.

In a one-of-a-kind co-branded partnership, beverage brand Pepsi has collaborated in India with streaming entertainment service Netflix to launch a series of activation-focused marketing initiatives following the finale at come from “Money Heist”. .

The benefits of Pepsi

On the one hand, millennials are consuming more content on OTT platforms than ever before and on the other hand, as they are increasingly deprived of attention, brands are increasingly looking for ready-made ideas. job to retain those elusive consumer sets. engaged. The connection to Netflix is ​​one for Pepsi, and according to the sources there could be many more content links in the pipeline as part of the beverage brand’s marketing rollout.

  • From Pepsi’s point of view, alongside detaching from the association with a well-known series, the content strategy seeks to integrate the “Money Heist” mania into the product as well as the communication strategy.

  • The Limited Edition Gold Boxes and Packs were revealed ahead of the series finale Part 1 premiere on September 3 on Netflix.

  • He unveiled a limited edition set of series-inspired cans and gold packs with iconic elements – the “Dali Mask” and “Bella Ciao”.

  • At the same time, Pepsi also released a digital film starring brand ambassador and Bollywood actor Tiger Shroff with an idea to create a buzz around the one-of-a-kind collaboration.

  • The cans can also be used as a Golden Ticket to be part of a big virtual fan party to be held in October 2021 for all Money Heist fans. The limited edition gold boxes and packs come with a special QR code that will give consumers the option to register for the fan party. In addition, fans can also scan the Pepsi logo from anywhere – cans, packs, billboards and on the internet through the Pepsi India Instagram filter to get their Golden Ticket.

The expert speaks

  • According to Saumya Rathor, Category Manager, Pepsi Cola at PepsiCo India, “Money Heist has sparked its own interest and the show and the spoils of its characters fit in perfectly with Pepsi’s brand proposition. “

  • Pepsi has always been a curator of culture and the choice of the swag generation, she adds, and the effort has always been to reach audiences through the times and platforms most relevant to them.

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