Pepsi launched a Giphy campaign to highlight its new flavors, which are 'Pepsi Wild Cherry' and 'Pepsi Vanilla.' The Giphy campaign consists of two spots for each of the new beverages, the 'Copier,' is for the Wild Cherry flavor, while the 'Ribbon' is for the Vanilla flavor. The campaign also features music from The Weeknd's song 'Blinding Lights,' and also from LMFAO's 'Sexy and I Know It.'
Giphy also launched a library of shareable content for the new flavors of Pepsi. The platform is quickly becoming a popular option for companies to market products. previously Giphy worked with Chipotle, L’Oréal Paris and Wendy's. This is because the platform specializes in short-form shareable content, which is ideal for advertisers.
Shareable GIF Beverage Campaigns
Pepsi Launched a Giphy Campaign for Its Two New Beverage Flavors
Trend Themes
1. Short-form Shareable Content Marketing - Companies are utilizing Giphy to launch shareable content campaigns, creating an opportunity for short-form content marketing strategies.
2. Gif-based Advertising - Pepsi's Giphy campaign is an example of how GIF-based advertising can reach a wider target audience, demonstrating a disruptive innovation for digital advertising.
3. Music-based Advertising Campaigns - Pepsi's use of The Weeknd's and LMFAO's music in their Giphy campaign shows an innovation trend of music-based advertising campaigns.
Industry Implications
1. Beverage Industry - Giphy campaigns for new flavors like Pepsi Wild Cherry and Pepsi Vanilla demonstrate a trend for the Beverage industry to utilize GIF-based advertising for product launches.
2. Digital Advertising Industry - The success of Pepsi's Giphy campaign showcases a trend for the Digital Advertising industry to explore new avenues like short-form shareable content for effective product promotion strategies.
3. Music Industry - Pepsi's use of popular music in their Giphy campaign exhibits an opportunity for the Music industry to join forces with advertising campaigns to promote artist work and collaborations with brands.