Pepsi Zero Sugar declares end of compromise in new campaign
Pepsi Zero Sugar has launched a marketing campaign that includes more than 70 ads tailored to address a variety of moments in men’s daily lives.
The new campaign, “Zero Sugar, Zero Compromise,” is said to be aimed at men in their 30s and 40s who are tired of settling. Depending on what TV show or YouTube clip a person is viewing, the brand will serve a spot with audio relevant to the content while showing a can of Pepsi Zero Sugar being poured into a glass filled with ice.
Take for instance someone watching a hockey game, might see a commercial about waking up early to bring the kids to hockey practice. Another person flipping on The Late Show with Stephen Colbert might see an ad about having to go to bed at 11 p.m. despite enjoying edgy comedy.
PepsiCo’ svp of Marketing, Todd Kaplan, said: “The big insight when you talk to this consumer is they’re constantly compromising for others for their boss, for their wife, for their kids, even around their diet because their metabolism is slowing.”
The campaign’s underlying idea is that though adult life requires many concessions, Pepsi Zero Sugar will never ask anyone to sacrifice taste for well-being. The ads are scheduled to appear on TV, digital and radio.
Goodby Silverstein & Partners handled the creative. OMD is managing media placement.
Much like how beer companies have been promoting hard seltzer as an alternative with fewer calories and carbohydrates, soda makers are looking to boost sugar-free options as demand for healthier beverages continues to grow.
Data from market research firm Euromonitor International shows that in 2020, Coca-Cola Zero Sugar (formerly branded as Coca-Cola Zero) controlled 7.9% of the U.S. carbonated cola market, up from 6% in 2015. Pepsi Zero Sugar (formerly Pepsi Max) has remained flat during the same time period, shifting from 0.3% to 0.4%.
Pepsi is focused on the sugar-free category, which is poised to expand alongside other health-conscious trends. “We’re going to be investing a lot to win,” Kaplan said.
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