2011 Winners & Shortlists

The Brief

Diet Pepsi had been suffering from a decrease in image KPI’S and needed to turn around. There was a need to further position the carbonated soft drink as the product of choice for the modern young contemporary female and to emphasise on the lifestyle behind Diet Pepsi; hence came the birth of the ‘Miss Diet Pepsi’ concept. The objective of the activity was to build on Diet Pepsi’s empowerment platform and engage with real life woman in their own life space to positively enhance their perception of the product.

Describe how the promotion developed from concept to implementation

Our communication idea was to use fashion and beauty as entry points to incorporate empowerment. A Miss Diet Pepsi competition was developed to empower women and reward them first on their individuality then on appearance. A Facebook page was set up to allow women to interact and vote for "Miss Diet Pepsi" based on her inner beauty. The contestants were nominated based on their performance in an empowerment event held by Diet Pepsi, involving life coaches to help propel women in society.

Describe the success of the promotion with both client and consumer including some quantifiable results

- More than 47,000 facebook fans on the "Diet Pepsi Jordan" fan page, making it one of the largest existing Diet Pepsi fan pages. - 166,000 fan page visits, photo views surpassed 255,000; and more than 40,000 total interactions - Image KPI’s were met and exceeded with: - 2 points increase on "Inspires you" KPI - 4 points increase on "is for young people" KPI - 3 points increase on "brand I would recommend to others" KPI • Digital media KPI’s grew by an impressive 9 points. • Diet Pepsi’s growth was 128% in comparison to a year ago.

Explain why the method of promotion was most relevant to the product or service

Diet Pepsi’s brand character is feminine, attractive and fashionable while its main platform is all about empowerment & inpiring women to become all that they can be. The competition captured the true essence of the brand, as it was in line with the brand platform, and was based on young, empowered & fashionable females. The majority of the activity was done online, as online is recognised as the most used mode of expression among Jordanian females with Facebook as the leading portal. However, it was fed by the onground activation in the form of the empowerment workshops where candidates were nominated.