In the new summer campaign, Pepsi ads become Generation Z ads

This summer, Pepsi announces the launch of the “Pepsi Space” campaign, a platform that aims to promote the creativity of Generation Z by featuring content creators in the brand’s advertising spaces, becoming the first brand to implement such a consumer initiative.

The “Pepsi Space” campaign brings back the brand’s longest-serving ambassador, Smiley, in a new TV spot in which the artist encourages young people to submit their own creations on the platform ro.pepsispace.com and join a vibrant community where innovation and authenticity matter most.

Pepsi has also launched a special series of limited-edition summer cans available nationwide in collaboration with Smiley, Irina Rimes, and Mario Fresh for the Pepsi regular range and Macanache and Psihotrop for sugar-free Pepsi Max.

As part of the campaign, Pepsi along with six mentors will provide tutorials and advice for young people, helping them choose which category to enter. The Pepsi Space mentors are @Stefania, @MissWellington, @Goguci, @Cuscrew, @ElianaBogdan and @Nutakiki. Inspired by the language of the new generation, the categories are ‘TikTok dances that pass the vibe check’, ‘Food styling that leaves your mouth watering’, ‘Photos with a very artistic base’, ‘Visual graphics that pop’, ‘Clips that that are low-key amazing’ and ‘Memes that slay’.

Each participant will be able to upload the type of content they want, from photos to videos that illustrate any Generation Z passion, from dance and photo-video editing to sports or even crochet and other do-it-yourself activities. The most appreciated materials will be selected by mentors and will be able to be promoted in Pepsi’s advertising spaces this summer (TV spots, digital, static, and video outdoor, or other unconventional channels). The six most impressive entries will be awarded €5,000 each and all selected materials in Pepsi Space will be rewarded with a limited-edition Pepsi x mysimplicated T-shirt.

“Pepsi Space is a unique initiative for a brand. Pepsi has always been inspired by new generations, and Generation Z is one of the brand’s driving and inspiring forces now. Everyone has a unique vision, which is why we want this campaign to give them greater visibility and the opportunity to share with the public the kind of content that represents them. In short, Pepsi ads become the ads of the new generation,” said Alexandra Burdulea, Senior Brand Manager Pepsi.

The “Pepsi Space” campaign includes a TV spot, digital communication, outdoor, eCommerce visibility and activities, traditional and modern commerce, as well as partnerships with music and cultural events such as Transilvania International Film Festival, Sibiu International Theatre Festival, Summer Well or Analogue Festival and runs from June to September 2023.