The Work 2024 Contenders: VaynerMedia Thailand

Suntory Pepsico Beverage Thailand: Press Play on T-POP
Agency: VaynerMedia Thailand
PEPSI needed to connect with a new generation of Thai Gen Zers and youngsters in the music industry, particularly T-POP enthusiasts, for whom music serves as a catalyst in their lives. By infusing fizz into their summer moments, PEPSI aimed to transform these experiences into unforgettable summer memories.

Last summer in 2023, Pepsi wanted to hype up Thai Gen Zers by tapping into the hottest music trend in Thailand -T-POP, to really get attention, we created real music for Gen Zers –– the ultimate hype anthem song for all Thai Gen Zers could vibe to. To do that we dropped being a beverage brand. Instead, we acted like a music label.

To turn every T-Pop fan into a PEPSI enthusiast, we launched the most exciting T-POP collaboration in history, featuring two of Thailand’s hottest groups – PROXIE and 4EVE. Partnering with two music labels, we released the special single LOVE MODE which sparked a frenzy among fans, propelling our hashtag #PEPSIXPROXIEX4EVE to the top of Twitter trends and dominating music charts across Thailand. LOVE MODE garnered an impressive 4 million views on YouTube within just 3 days, setting a new record for T-POP Music Videos. Our hype-building campaign included teasers, music video releases, appearances on music shows, visits to radio stations, fan signing events, mini concerts, and officially licensed merchandise, all contributing to the immense success of the collaboration.

 

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