On striking the balance between creativity and effectiveness in the market: "It’s not about being disruptive"
Sponsor
Transcription:
"From the get-go, it was made clear by Pepsico our client that being disruptive was not the main idea of this campaign.
[For ‘Pacquiao Positive’], we had to come up with a two-hit combo. One, shock the audience. Two, compel them to buy. We were able to do this by cleverly integrating the product story into the concept. We weaved in the product benefits of malunggay into Manny’s alleged use of steroids or performance drugs.We held our breath and launched in it social media. The response from the public was more than ‘okay’. They were really receptive to the fact that we pranked them. At first we though that it will all be negative but luckily, in the end, all our efforts were appreciated by much.
As I said earlier, it’s not really about being disruptive."
