Mix to Impress
Pepsi wanted to move beyond being just a refreshment brand and reclaim its place at the center of social experiences, by blending creativity, taste, and engagement into one bold initiative.
Context
Romania is one of the largest soft drink markets in Eastern Europe, with over 215 liters consumed per capita annually. But while consumption is high, loyalty is fluid, people tending to rotate among a few familiar brands in their repertoire. The opportunity for growth lies not that much in replacing one brand with another, but in expanding consumption occasions, or even creating new ones altogether.
Connection Point
Familiar things can become exciting again when seen in a new light. Mixing Pepsi into cocktails reframed a simple soft drink into a social statement, a conversation piece that people could share, taste, and make their own. This idea played on people’s curiosity and the desire to impress peers through discovery, giving Pepsi a new form of “social currency.”
Solution
We built the Pepsi Mixology platform around a single concept: Mix to Impress. The campaign connected Pepsi’s online and offline worlds. On pepsi.ro/mixology, users explored twelve original cocktail recipes using PepsiCo beverages and voted for their favourites. In parallel, in-store activations across 35 major retail locations brought the experience to life through live mixology demos, tastings, and consumer engagement sessions.
Every interaction turned into participation: shoppers were rewarded with limited-edition merchandise, cocktail kits, and the chance to win a trip for two to Amsterdam’s House of Bols. The result: stronger brand visibility, increased sales across the entire PepsiCo portfolio, and a new way for consumers to enjoy and share Pepsi beyond the bottle.
Work
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