PepsiCo: Adding Fizz To Email Marketing

We created the Pepsi Quench email messaging campaign, targeting families, moms and deal-conscious shoppers.

Christina Hagopian / August 11, 2014 in Email, Interactive, Our Work 0

When PepsiCo needed to evolve their shopper-focused e-communications program, they turned to Hagopian Ink. Our creative challenge on behalf of this long-term client was to build a unifying concept and editorial approach from disparate individual product and promotional messaging that Pepsi could then use to engage with its 4.5M email subscribers on an ongoing basis.

Personalized content to foster connection

In response, we created the Pepsi Quench email messaging campaign, targeting families, moms and deal-conscious shoppers. We developed the overall strategy, campaign name, design template and branded content on behalf of Pepsi. We understand that customers want a human element to their engagement with brands, and have created ever-evolving personalized content and calls to action that connect customers to the Pepsi family of products in a relatable way.

PepsiCo responsive email design viewed on a desktop computer, tablet and mobile phone
PepsiCo Brands You Love, a responsive newsletter featuring all Pepsi and Frito Lay brands is optimized for desktop, tablet and mobile with offers personalized according to user preferences and location.
Purely Pepsi email templatePurely Pepsi email template
The Purely Pepsi multi-message email campaign emphasizes brand engagement with the Pepsi Pass reward program.

An animated, personalized email, delivered to the recipient on their birthday.

Collaborative email campaigns that drive clicks

Hagopian Ink collaborates with Pepsi’s own in-house digital marketing department to complete ongoing email campaigns to each target market, including providing copywriting, design, HTML development and system testing across multiple browsers. Individual email campaigns are updated several times a month with 5–6 brand messages per email. Our most recent updates have included responsive designs for mobile devices, and adding another layer of localization and personalization.

Crushing Industry Standards

Through a combination of engaging design, compelling offers, inviting subject lines and relevant content, Pepsi’s email open rates increased to a 2-year average of 19% and a click rate of 16%.

Welcome message for the Mountain Dew Dewsletter with product logo and images of Mountain Dew cansDew Tour Snowboarding  exclusive content in the Mountain Dew Dewsletter with product logo and images of Mountain Dew cans
Amp Energy email newsletter welcome message on black background with green accentsAmp Energy Burton Snowboarding promotional email on black background with green accents
Mountain Dew and Amp Energy email templates include calls to action to drive traffic to branded content on Facebook and YouTube.

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