PEPSICO, GLOBAL FOOD & BEVERAGES COMPANY – LITER OF LIGHT

OBJECTIVE

PepsiCo, the global food and beverage leader with a large product portfolio, tasked Integrated Marketing Communications (IMC) to further the brand’s reputation and recognition as a leader in the field of Corporate Social Responsibility (CSR) and serving the communities it operates in through launching its Global campaign “Liter of Light” for the first time in a Middle East country, that is Egypt. IMC’s primary objectives for the this CSR campaign were to communicate and announce the launch of the innovative Eco-friendly initiative “Liter of Light”, positioning it as a first-of-its-kind initiative in providing electricity for Upper Egypt villages, while continuing to facilitate media and consumer education about the initiative.

STRATEGY

IMC implemented a strategic campaign to promote individuals, consumers and media awareness toward the campaign and promote Upper Egypt villages’ benefits of Liter of Light initiative that focuses on sustaining the environment while developing the poor underprivileged villages in Upper Egypt governorates by recycling Pepsi plastic bottles and using very simple to bring the gift of light during the nighttime to those that most need it.

IMC organized a media trip and special event for top media figures and portals to the governorate of Sohag and specifically to the village that Liter of Light initiative has provided electricity in, to increase the media’s knowledge behind Liter of Light and the initiative’s key messages, technique, history and see its impact on spot. Top tier long and short lead magazine editors, TV producers, and online editors and bloggers attended the event. IMC secured all the logistics of the event including media relations, catering, copywriting materials, media monitoring and other details.

RESULT

IMC achieved a very successful event in Sohag and garnered immense media placements in national and regional outlets, both print and online, including Al Ahram, Al Akhbar, Al Dostor, Al Messa, Al Youm Al Sabae, Al Wafd, Rose Al Youssef, Akhbarak, Al Goumheria, Al Masry Al Youm, The Daily News, The Egyptian Gazette and other top portals and lifestyle magazines. Furthermore, IMC secured a plethora of media placements in tandem with the initiative launch in national and regional outlets.