With a new look behind Pepsi has kicked off its newest marketing campaign across Canada in efforts to have Canadians share some joy. The campaign utilizes billboards, transit shelter ads (TSAs), in-store, on television, and on-line, and a series of new ads (see sample below). The campaign was launched in English yesterday and a specialized French version on June 12.
Cheryl Radisa, Vice President, Consumer Marketing, PepsiCo Beverages Canada adds, “The campaign demonstrates a strong focus on the spirit and optimism of youth which is succinct with Pepsi’s brand belief. We’re also employing a new approach to our consumer communications strategy by engaging them through all of the mediums they interact with every day.”
The “Joy It Forward” campaign has a fresh and bold look behind it with the ads using the new Pepsi “smile” logo in place of the letter “o”. Phrases such as “Smile More”, “Enjoy”, “Jump for Joy”, “Hooray”, “Joy it Forward” “Jump on” and “Let’s Go” were used throughout the English version of the campaign to energize consumers.
A microsite at joyitforward.ca was also created where content can be uploaded, included content by the Pepsi street teams that will have presence at a number of festivals and events over the course of the summer including stops at Toronto’s Dundas Square. Pepsi has also signed on as a sponsor of the 2009 Much Music Video Awards (MMVAs) on June 21 and will offer a “Backstage Live” offering those who can’t make the event a look at unscripted and spontaneous footage with never-seen before views, backstage access and exclusive content including impromptu interviews.
As part of the efforts for Quebec, the icicestmieux.com site was created asking Quebecers to join others who are doing their part to brighten our world, and share their gestures by posting a picture or video to the site.
Agencies Involved:
- BBDO Toronto (mass advertising)
- BBDO Montreal (Quebec mass advertising)
- Proximity Canada (digital)
- Capital C
- OSL (point of sale/retail)
- Launch! Toronto (events)
- OMD (media)
- Praxis PR (public relations).
Founder of Profectio of business sites which includes 
