Following an international pitch, K2 Agency was selected to deliver a 360 campaign for the Pepsi brand. The campaign will be run across the Eastern Europe region.
The pitch ran from August to September and comprised two stages. Creative agencies from Poland and Russia took part. The winner was chosen based on consumer research.
Campaign scope and agency expertise
K2 Agency will be responsible for preparing a TV campaign, digital activations, social media activity, DOOH and OOH creative work, and in-store communication. The first results of the Pepsi and K2 collaboration will be visible in early 2021.
Designing an international campaign aimed at Generation Z is a major challenge, especially given the diversity of the markets. It all has to work across every country, tapping into shared moods and hopes. That’s why we tried to dig as deep as possible into the motivations of young consumers, uncover actionable insights, and at every stage test the concepts against the target group. – says Filip Szperl, creative director at K2 Agency.
35 markets and a strategy for Generation Z
The campaign covers 35 markets in the EER (Eastern Europe Regions) region, including Poland, Russia, Turkey, Ukraine and Romania.
Glossary of terms from the article
OOH — Out of Home advertising. Advertising that reaches audiences outside the home, e.g. billboards, citylights, public transport media, airport advertising and large-format screens. It requires planning of locations and exposure.
Why it matters: It works where people already are: on streets, at bus stops, on commuting routes. It builds local reach and brand recall without fighting for attention in an overloaded internet.
Details of the Pepsi pitch and the winning K2 Agency
The Pepsi pitch – key decisions and strategy across 35 markets
When it’s used: For building awareness, local campaigns and launch support; location and exposure decide everything.
What skipping it risks: A digital-only campaign misses the people beyond screens — and purchase decisions are also made on the way to the store.
DOOH — Digital Out of Home advertising. The digital variant of OOH using LED screens, digital citylights, screens in shopping malls, airports or transport. It enables dynamic creative, scheduling and sometimes contextual targeting.
Why it matters: It combines the reach of outdoor with the flexibility of digital: creative can be changed remotely, based on time of day, weather or location — without printing and pasting.
When it’s used: In urban campaigns requiring flexibility: screens in shopping malls, at bus stops, railway stations and airports.
What skipping it risks: A traditional medium runs one creative for a month — with no reaction to context and no way to fix it after launch.
