The brief was to leverage Pepsi’s sponsorship of the ICC CWC 2015, leading with the Pepsi Max brand, to give both consumers and Frucor customers engaging brand experiences leading up to and during the tournament.
We developed a media partnership with NZME’s Alternative Commentary Collective to build hype in the months ahead of the event. The ACC developed a series of funny videos to share across NZME and Pepsi digital and social accounts during the international series that preceded the tournament. People were able to make suggestions for future videos, with the best idea being produced by the ACC and the winner getting to attend the semi-final at Eden Park. The videos were also utilised on the big screens at ICC CWC 2015 matches.