Scroll down to see the final ad film!
This research was done in 2018 but this was one of the most impactful pieces of semiotic research that I have been a part of in a co-leading capacity. We won Impactful insights work award from Pepsi for this in 2018
THE CHALLENGE
Is the new advertisement in line with what Pepsi has always stood for?
WHY
The narramatic film is trying to position Pepsi in a new manner
WHAT
Understand if this shift is going to be beneficial for establishing brand differentiation quo
HOW
Semiotic analysis, and frame by frame deconstruction of the narramatic film
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OUTCOME
Analysis on how the narramatic film is performing amongst the audience
Insights and way forward for Pepsi
WHAT DID THE CLIENT ASK FOR?
Pepsi marketing and the planning team of the ad agency wanted to know if:
This is a new proposition that Pepsi can own?
Is this communication aspirational? Does it alienate any cohort of Pepsi?
Is this building love for Pepsi?
Is it creating a larger meaning system for Pepsi?
Is it adding glitz and glamour to Pepsi?
Is it defining a clear role of Pepsi in consumer's life?
MY ROLE
Team of 5. This research was planned and completed in 15 days. I was responsible for project management, research design and planning, interviewing about 80 participants, working with a senior researcher on the analysis and delivering of the final report and presentation
The first and the easier leg of this research was to deconstruct and analyse every bit of the narramatic film. Based on 20 extended group discussions in 2 cities it was safe to say to that the film was largely well received. However, there were smaller confusions with the product placement, who should be cast in the ad film, and the role of food and Pepsi with friendship. These aspects were not comprehended easily or in one go. Users requested to watch the film again to clear their doubts
Till this point it looked like a straightforward narramtic evaluation where our conclusion was pointing towards some changes to strengthen the connect with the brand Pepsi. However, this is where the research went south. The clients were of the opposing view and they were convinced that the brand fit and the aspirational value of the ad is high and it is a proposition well suited for Pepsi
At this point, we had relook at our interview transcripts, interview recordings to ensure we were not missing or interpreting anything inaccurately. I was guided by the lead on the project to break down the film into phases, and focus on:
the moment, the mood, the rituals happening in that moment, and how food and Pepsi interplay and bring it out together [without Pepsi getting undermined, hopefully]
In the first phase, Pepsi did not have a direct role. And in the other two phases Pepsi was facilitating the conversation and amping up the mood, but it was not coming out as the sole winner. Therefore the prominence of the brand Pepsi was getting compromised. I checked with the earlier brand quite work that was done for Pepsi and it was used to map brand fitment to understand the impact of this ad film in a better way. The new proposition looked appealing because it was more relatable to certain cohorts of smaller towns BUT it was largely taking away the other facets that Pepsi is recognised for [like the glitz and glamour, edginess with which Pepsi is portrayed]
We had another round of presentation with the clients and we received a lukewarm response. they did not agree nor disagree with us. Monthslater we saw that the ad film was released with some of the changes that we suggested. But we closed the project with answers the client had in the beginning of the project
Click below to see the final ad, grab a Pepsi if possible!
