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Pepsi is aiming for precision while preserving scale with a new performance marketing campaign promoting its Zero Sugar cola. The effort, which launched this past week across TV, digital and radio, leverages data and voice-over to customize more than 70 pieces of creative, with plans to add iterations on the concept throughout the year.
With Zero Sugar, Zero Compromise, the soft drink marketer is angling to engage a specific set of buyers men in their 30s and 40s who are making the switch to sugar-free soda and also feeling stretched thin as they juggle responsibilities with work, family and the broader challenges of the pandemic. The guiding theme is that low-calorie soda is one area where men don t have to compromise, with Pepsi aiming to amplify that message during moments throughout the day when trade-offs are the most apparent, like during a date night that consists mostly of driving to the take-out window.