SUMMER IN YOUR RHYTHM
We created a music platform for the brand
- Client
- pepsi
- Category
- Ad Campaigns
- Market
- Uzbekistan
- Lokals product
- Creative Platform, Full Integrated Campaign
- Scale
- 1 country — Uzbekistan, 12 cities of presence
- Year
- 2025
01 / HOW IT LOOKED
Gallery of materials
02 / CHALLENGE
The business problem the client came with
We had to develop a creative framework and activation ecosystem for PepsiCo’s summer season. The main challenge was to win the fight for audience attention during the peak advertising period in the soft drinks category and maintain leadership on the shelf.
Business pain:
- Break through competitors’ aggressive media campaigns during peak category demand.
- Maintain the brand’s commercial performance during large-scale price and promo wars in the market.
03 / SOLUTION
The approach we proposed
We built the strategy around freedom of self-expression, inviting the audience to celebrate summer by their own rules. Instead of a classic image flight, we launched a large-scale promo ecosystem. The brand encouraged different styles of leisure through engaging interactive formats, combining gamification, a prize fund and the famous Pepsi Taste Challenge.
04 / METRICS & RESULTS
Key metrics and KPIs
secured a top-3 position in beverage choice
Lokals Team
Creative Director
Шаха Салиев
Strategist
Евгения Карпович
Project manager
Элина Соломина
Copywriter
Саид Назриллаев
Art Director
Станислав Бабич
CG Specialist
Андрей Корниенко
Partners
SHOOM prod
Video production
ESCAPE studio
Video production