PepsiCo Latin America tasked independent creative agency, Impero, with concepting and producing a fun new series of social assets for the brand’s 2018 campaign: ‘RefresCosas’, or ‘Refreshing Things’.
The campaign planning began at the end of last year, following the success of ‘7Up vs El Calor’, or ‘7Up vs the Heat’, and started rolling out on the brand’s Instagram and Facebook channels in March 2018 across Latin American markets.
On the work, Alfredo Della Savia, Marketing Manager of the flavours division of PepsiCo said: "We needed a concept that reflected the values of the brand, and that was broad enough to create several pieces of content that the region could incorporate into its local calendars. We liked the ‘RefresCosas’ campaign because it showed off our brand without falling into the classic 'photo-product' trap and allowed us to improve our channels’ engagement across the markets.”
On the new work, Federico Stier, who runs the Impero office in Argentina, commented: “Refrescosas is probably the work that best reflects the strategic thinking behind everything we do – short, punchy and beautiful. That was our intention for this project, and fortunately something that the client understood and agreed with from day one.”
The social campaign is divided into four concepts, each with eight short pieces, making a total of 32 videos and GIFs which will play out on the 7Up social channels across eight Latin American markets: Colombia, Venezuela, Uruguay, Mexico, Chile, República Dominicana, Perú, Argentina.
Independent agency Impero opened its doors in Buenos Aires, Argentina in November 2016, after the agency’s success in London. After a competitive pitch process, 7Up, PepsiCo appointed Impero – they were the agencies first client won in the LATAM region.