Collaboration is a key driver of growth, and Pepsi, as it wraps up its 125th year, understands this concept well. In a clever move, the iconic cola brand has partnered with former NBA legend Shaquille O’Neal for its latest campaign, centered around the mini can. This collaboration not only pays homage to O’Neal’s previous association with Pepsi but also taps into the evolving consumer preferences for smaller packaging options. With a nod to nostalgia and a fresh perspective, Pepsi’s mini can campaign aims to capture the attention of both old and new fans alike.
The Evolution of Pepsi’s Mini Can Campaign
Embracing Change: From “Big Slam” to “Think Small”
Pepsi’s new campaign takes inspiration from O’Neal’s past involvement with the brand, specifically his role as the face of Pepsi’s “Big Slam” bottle in the 1990s. The creative genius behind the campaign lies in its ability to juxtapose O’Neal’s towering height with the concept of “thinking small.” The hero video, titled “I Wish,” serves as a visual representation of O’Neal’s dreams of being “a little bit smaller” and features scenes that hark back to the 1993 spot.
The Soundtrack of Nostalgia: Skee-Lo’s “I Wish”
Accompanying the video is a reimagined version of Skee-Lo’s 1995 hit song, also titled “I Wish.” The lyrics cleverly reflect O’Neal’s desire to be shorter, as he raps about being “taller.” This nostalgic nod to the past adds an extra layer of resonance to the campaign, reminding viewers of the iconic collaborations between Pepsi, O’Neal, and popular culture of the ’90s.
From Dreams to Reality: The Mini Can Experience
The mini can campaign extends beyond the video and song. Pepsi aims to provide consumers with an immersive experience, allowing them to engage with the brand on different platforms. The long-form video is available online, while shorter cuts will air during NBA and NFL games. To further amplify the campaign’s reach, Pepsi has also launched a sweepstakes, where fans can post photos of their favorite snacks or meals with a mini can and use designated hashtags for a chance to win an official NBA basketball autographed by O’Neal.
Why “Think Small” Works
Consumer Preferences in a Changing Landscape
As the beverage industry evolves, Pepsi recognizes the importance of catering to changing consumer preferences. While the ’90s celebrated the mantra of “bigger is better,” today’s consumers seek different experiences and packaging options. The mini can campaign reflects this shift, offering consumers a smaller, more convenient size for their cola enjoyment.
Snackable Moments and Group Gatherings
In today’s fast-paced world, consumers often find themselves in snackable moments and big group gatherings. The mini can caters to these occasions, allowing consumers to enjoy their favorite cola without the need for large bottles or cans. It offers a more personalized and shareable experience, enhancing the social aspect of consuming Pepsi.
Nostalgia and Emotional Resonance
The mini can campaign not only taps into the current consumer landscape but also evokes a sense of nostalgia. By bringing back elements from the past, such as O’Neal’s involvement and the reimagined version of Skee-Lo’s hit song, Pepsi creates an emotional connection with its audience. This connection stirs up memories and emotions, making the campaign more memorable and relatable.
Pepsi’s Collaborative Approach
The Power of Partnerships
Pepsi has a long history of successful collaborations with celebrities, and the mini can campaign is no exception. By leveraging O’Neal’s legacy and his association with the brand, Pepsi adds authenticity and credibility to its campaign. O’Neal’s personal connection to the concept of “thinking small” adds depth and resonance, making him the perfect choice to front the campaign.
Engaging the Audience: The Sweepstakes Experience
In addition to O’Neal’s involvement, Pepsi encourages active engagement from its audience through the sweepstakes component of the campaign. By inviting fans to share their favorite snacks or meals with a mini can, Pepsi creates a sense of community and participation. The opportunity to win an autographed NBA basketball further incentivizes fans to get involved and showcase their creativity.
Future Implications and Conclusion
Pepsi’s mini can campaign represents a strategic move to align with changing consumer preferences and capitalize on nostalgia. By partnering with Shaquille O’Neal and incorporating elements from the past, Pepsi successfully creates a memorable and engaging campaign. As the beverage industry continues to evolve, Pepsi’s collaborative approach and focus on consumer needs position the brand for continued success. The mini can campaign serves as a testament to Pepsi’s ability to adapt and innovate while maintaining a strong connection with its audience.
With its mini can campaign, Pepsi not only thinks small but also thinks creatively and collaboratively, setting an example for others in the industry. As consumers embark on their snackable moments and group gatherings, Pepsi’s mini can offers a refreshing solution that combines nostalgia, convenience, and the joy of sharing. So, the next time you reach for a can of Pepsi, remember to “think small” and embrace the possibilities that come in miniature packages.
See first source: Adweek
FAQ
1. What is Pepsi’s Mini Can Campaign all about?
Pepsi’s Mini Can Campaign is a creative collaboration between Pepsi and former NBA legend Shaquille O’Neal. It pays homage to O’Neal’s past association with Pepsi and introduces smaller packaging options to cater to changing consumer preferences.
2. How does the campaign draw from Shaquille O’Neal’s past involvement with Pepsi?
The campaign draws inspiration from O’Neal’s role as the face of Pepsi’s “Big Slam” bottle in the 1990s. It cleverly contrasts his towering height with the idea of “thinking small,” creating a unique and engaging concept.
3. What is the significance of the song “I Wish” in the campaign?
The campaign features a reimagined version of Skee-Lo’s 1995 hit song, “I Wish.” The lyrics reflect O’Neal’s desire to be shorter, adding a nostalgic touch to the campaign and connecting it to the pop culture of the ’90s.
4. How can consumers engage with the Mini Can Campaign?
Consumers can engage with the campaign by watching the long-form video online and catching shorter versions during NBA and NFL games. Pepsi has also launched a sweepstakes where fans can post photos of their favorite snacks or meals with a mini can and use specific hashtags for a chance to win an autographed NBA basketball by Shaquille O’Neal.
5. Why is “thinking small” important in the campaign?
The campaign recognizes changing consumer preferences in the beverage industry and offers a smaller, more convenient packaging option. It caters to snackable moments and group gatherings, providing a more personalized and shareable cola experience.
6. How does the campaign evoke nostalgia and emotional resonance?
Pepsi’s Mini Can Campaign brings back elements from the past, such as O’Neal’s involvement and the reimagined song. This connection to the past creates an emotional bond with the audience, making the campaign more memorable and relatable.
7. Why is Shaquille O’Neal a suitable choice for this campaign?
Shaquille O’Neal’s legacy and association with Pepsi add authenticity and credibility to the campaign. His personal connection to the concept of “thinking small” enhances the depth and resonance of the campaign.
8. What does the sweepstakes component of the campaign entail?
The sweepstakes encourages active engagement from fans. By sharing photos of their favorite snacks or meals with a mini can and using designated hashtags, consumers become part of a community and have a chance to win an autographed NBA basketball, creating excitement and participation.
9. What are the future implications of Pepsi’s Mini Can Campaign?
The campaign positions Pepsi to adapt and innovate in response to evolving consumer needs. It showcases Pepsi’s collaborative approach and its ability to maintain a strong connection with its audience, ensuring the brand’s continued success.
10. What message does Pepsi’s Mini Can Campaign convey to consumers?
Pepsi’s Mini Can Campaign encourages consumers to “think small” and embrace the possibilities that come in miniature packages. It combines nostalgia, convenience, and the joy of sharing, offering a refreshing solution for snackable moments and group gatherings.
Featured Image Credit: Photo by NIKHIL; Unsplash – Thank you!
