Pepsico has launched a disruptive campaign, taking a unique smart beverage vending machine product that has existed in Thailand and expanding it beyond the Thai border, starting with Singapore and then to Dubai.
Independent creative agency Das Kapital, headed by Hubert Boulos and Ramsey Naja, was tasked with positioning this multi-category innovation – right from name creation through to a full-360 degree communications strategy. EM Production was chosen as the production house agency on record for the campaign.
The product and the strategic approach
The innovative technology being marketed offers more than 300 customisable drinks from one machine, including carbonated soft drinks (CSD), coffee, tea and dairy with various preparation styles such as hot, iced and blend.
The strategic approach of the product launch campaign leaned into the magic of the product. However, rather than focusing on the technology itself, Das Kapital built its communications on the foundation of the product’s truth: That it is truly an incredible breakthrough.
As such, the agency decided to highlight the consumer’s reaction when confronted with the end result. The campaign was planned with the intention to place the customer’s astonishment front and centre, hoping to capture a reaction akin to those who’ve just been surprised and astounded by a magic trick.
The aim was to create, capture and then highlight a “What the … was that?!” reaction.
The creative answer?
Das Kapital began by creating the name of the campaign: “What The Cup!” The name set the tone for the customer’s moment of surprise.
This was followed by design development, completed internally by Pepsico’s design team, which reflected the strategy and the name.
The launch was then catalysed with a full-fledged communications campaign, including a series of standout spots, reflecting consumer astonishment in key locations such as office buildings, universities and hospitals.
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Pepsi vending machine campaign results and success metrics
The Singapore launch was considered a success, marking a 59 per cent increase in average daily cups sold, cumulatively, during the sustenance period compared with the pre-media period.
The campaign demonstrated significant increases in average daily cups sold – up 48 per cent during the final week of the launch campaign, and up 59 per cent during the Sustenance Week compared with the pre-campaign period.
The campaign also showed a strong positive correlation between media impressions and sales:
- 0.73 correlation coefficient during the launch week;
- 0.65 correlation coefficient during the sustenance week.
These values fall within the 0.60 to 0.79 range, indicating a strong positive correlation according to standard statistical measures.
Following the success of the Pepsico What The Cup campaign in Singapore, it was launched in Dubai in late 2024 with the communication kicking off in June 2025
CREDITS:
Client: Pepsico
Agency: Das Kapital
Production house: EM Production
