pepsi blue’s action-packed launch campaign

in 2012, Pepsi wanted to relaunch their Blue cola variant in the PHilippines, and they wanted to make it uniquely Filipino.

Instead of going for the traditional PATRIOTIC schticks, we poked fun at the forgotten aspects of Filipino pop culture - old school action flicks. this scene even became a global meme ON REDDIT AND TIKTOK.

we took inspiration from traditional hand-painted film posters, which were common for this genre UNTIL THE LATE 1990S.

We called the product Pepsi ‘Pinas’, (shortened slang from the local word ‘Pilipinas’ - the local name for the Philippines).

the launch film was laden with the local brand of humor, full of surreal jokes, slapstick elements, and visual and verbal puns comparable to classic comedy films like ‘airplane!’. it quickly became a viral and tv hit.

after the film was launched, outdoor ads followed.

It sparked nostalgia and renewed interest in the genre. The campaign went on to sweep local shows, and became one of the first Filipino ads that truly went viral in the youtube age.

today, the action film genre has been thriving on streaming platforms, powered by the audience’s renewed interest.