The Christmas Post Office

When Christmas belongs to your biggest competitor, you write your own story. Pepsi brought back the joy of handwritten connection, turning nostalgia into the most refreshing emotion of the season.

Public Entertainment

FMCG

Brand Experience

Context

For most people, Christmas feels painted in red. Pepsi faced the challenge of standing out in a season that’s culturally and emotionally owned by its main competitor.

Our mission was to reclaim a share of the holiday spirit in a way that felt authentic to Pepsi’s bold energy and meaningful to the audience. We needed to be seen, felt, and remembered not through tradition, but through genuine moments of connection.

So we chose the Sibiu Christmas Fair, one of Romania’s most beloved holiday destinations, to create an experience that would spark joy, nostalgia, and togetherness.

Connection Point

Christmas makes adults nostalgic for childhood traditions, handwritten letters, and real connections that once felt effortless. In an age of digital messages and instant reactions, people secretly miss the slowness and sincerity of doing something small, but meaningful, for others.

We wanted to bring that feeling back. To remind people that joy isn’t about grand gestures, it’s about reconnecting.

Solution

We built the Pepsi Christmas Post Office, a cozy, glowing Christmas House at the heart of the Sibiu Fair. Inside, people could sit on a giant festive armchair, take photos printed instantly on-site, and turn them into postcards. Each card could be sent directly to loved ones through our own Pepsi mailbox.

Every detail reflected the joy of giving: themed decorations, warm lighting, a Christmas tree built from Pepsi cans, and thousands of little surprises, from custom gingerbread and ornaments to chilled Pepsi cans. Over 10,000 festive prizes were gifted, generating over 250,000 impressions, 11,200 direct contacts, and 1,500 postcards sent across the country.

The activation turned a simple booth into a beacon of warmth and connection, reminding people that even in the season of nostalgia, Pepsi has a way to make the moment feel fresh.