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Anup Oommen
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Pepsico astounds customers with What The Cup vending machine campaign

Anup Oommen
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Independent creative agency Das Kapital was tasked by Pepsico with positioning and helping expand a unique vending machine offering, through a campaign starting in Singapore and expanding to Dubai.

Boutique creative advertising and marketing agency Das Kapital, were tasked with positioning and helping Pepsi expand the Tao Bin offering beyond Thai border, starting with Singapore and then expanding to Dubai.

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), c


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Tags:carbonated soft drinkscoffeeconsumer reactionsCSDcustomisable drinksdairyDas KapitalDubaiHubert BoulosInfluencer marketingPepsiCoproductRamsey NajaSingaporestrategic approachteavending machinevideo campaign
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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