PepsiCo wanted to create a campaign for football playoff season and Super Bowl LVI that would work for multiple brands and leverage Amazon platforms to drive sales. The campaign needed to promote the idea that PepsiCo drinks and snacks are better when enjoyed together, and had a limited budget and timeline. The agency decided on a virtual "road trip" that would take customers on a culinary journey across the country and inspire them to try new recipes on game day. They partnered with Tastemade to produce 5 game day recipe videos, each inspired by a different US city with big-name football teams. Each recipe utilized both a Pepsi-Cola beverage and Frito-Lay snack product as core ingredients. The videos were released on a custom CLP with a scrollable map that featured bundled snack and drink ASINs, offering a discount when purchased together. The agency used various Amazon touchpoints, including an H1 buy, DSP, Fan Shop takeover, and Alexa audio ads + VLP to drive customers to the experience. The program was the largest sold custom CPG program to date (~$3.5m total spend) at launch.
The program exceeded expectations, generating over 228 million total impressions and driving a $24.8m lift in omnichannel sales. The resulting $7 ROAS exceeded PepsiCo’s 2021 campaign benchmarks by nearly 3x. The Super Bowl video alone generated 38.9 million unique video views. The agency was also able to glean important insights by diving deeper into the different platforms leveraged in this campaign. Their English CLP and Spanish CLP exceeded engagement rate benchmarks by 511% and 111% respectively, with the majority of engagement coming via mobile. The Super Bowl desktop video saw much higher levels of engagement than the other Tastemade videos on the page, possibly indicating a video content “overload” for the end-user. The Fire TV hub outperformed engagement benchmarks by +165%, and the H1 placement generated 64m impressions with 99k fclick through (0.16% CTR).