MANILA, PHILIPPINES — PepsiCo Philippines and its long-time creative agency DDB MNL have kicked off 2024 with a remarkable start, securing accolades in several award shows that celebrate excellence in business and marketing communications within the very first month of the year.
Their launch event for Gatorade No Sugar won Silver under the PR Programs-Health and Wellness category of the 59th Anvil Awards of the Public Relations Society of the Philippines. Serving as an impactful launch for the new product that caters to health-conscious and fitness-focused individuals, the “Gatorade No Sugar Sweat Fest” broke the Guinness World Record for the largest Aerobic Weight Training Class. Outperforming its closest competitor’s activation and PR efforts by 250%, the campaign’s impact was also evident in both sales and brand perception.
PepsiCo’s integrated marketing campaign with DDB MNL, dubbed “Hataw ang Energy sa Mind at Body” (Lively Energy for the Mind and Body,) also won two Silver Anvils for Best Use of Digital and Best Use of Influencer Marketing. The comprehensive 360-degree campaign strategically utilized crucial consumer touchpoints – TV, Digital, OOH, Radio, Sampling, and On-ground Consumer Events. The results speak volumes, propelling the brand’s preference share from 18% in 2021 to an impressive 27% in 2023 while reaching a wider audience and achieving a significant surge in sales volume. It also positioned Sting as the preferred beverage for different professions and occasions, bringing the brand a step closer to becoming the top energy drink in the Philippines.
Meanwhile, at the 20th Philippine Quill Awards organized by IABC Philippines, the “Sting Energy-Sarap Na Humahataw” (Great-tasting lively energy) launched in late 2021 bagged the Excellence Award for Communication Management in the Marketing and Brand Communication category. The Quill-winning campaign relaunched Sting and entertained pandemic-weary Filipinos who wanted some positive energy to keep them going.
PepsiCo Marketing Director Ray Pine highlighted the success of their award-winning campaigns, noting their effectiveness in boosting product visibility, expanding market presence, and reinforcing the daily relevance of their offerings.
“The recognition our campaigns have received speaks to our deep market understanding and the application of current insights to create campaigns that succeed on multiple levels. They meet and exceed campaign benchmarks while also delivering on key marketing objectives and business goals,” Ray stated.
PepsiCo Philippines and DDB MNL’s partnership spans a total of two decades and has seen several campaigns being recognized locally and internationally for their creativity, impact, and business results.
Celebrated for its human-centric design solution, DDB MNL has emerged as a powerhouse in the fast-paced advertising world. As a subsidiary of DDB Group Philippines and part of the global advertising network DDB Worldwide, the company’s vision transcends mere profitability. It aspires to be an indispensable creative partner, radiating a positive impact throughout its workforce, client base, and society at large.
