QUICK LIFE UPDATES 

• We recently planned a 360 campaign for a shark tank-funded company (Detailed goss? Later!)

• We finally launched 6 consultation packages as a part of blanq service extension for clients who need 1 time consultation.

• After 3 years of on & off struggle, I finally resumed GYM membership + told everyone around me to increase accountability.

• We’re actively working on enhancing our in-house weekly process, & our service experience for clients.

Last weekend, I tried sneaking samosas into a movie theater. The security guard caught me, looked at my poorly hidden newspaper wrap in my bag, and said "Madam humko bekuf samajhte hain? aaj kal newspaper kaun padhta hai?"

While I failed smuggling (harmless samosas obviously), Pepsi pulled off the most audacious marketing move. Their agents stormed into major fast-food chains with a mission like they were shooting a spy movie.

THE GREAT BEVERAGE REBELLION

They took iconic fast-food imagery and pepsi-fied it(branded it using elements from Pepsi’s identity). Wendy's mascot showed pepsi-blue pigtails in their mascot. The legendary burger king logo now sandwiches "This is Pepsi" between 2 buns. MC Donalds was “I’m lovin’ Pepsi” instead of “I’m lovin’ it”.

I should've taken lessons from Pepsi in the art of sneaking in. Tom Cruise would be so proud. (I can only imagine the scenarios in my head).

Now let’s look at the madness it created.

IT’S IN THE NUMBERS

This campaign hit 5 Million organic views on YouTube within just the first week.

Here’s what makes this one truly fascinating:

1. Power of Forbidden Fruit (People love a rebel act/ campaign more as compared to soft, sweet ones. Proof? Poonam Pandey’s death. Ranveer Singh x Johnny Sins Bold collab got more virality.)
   

   • 73% higher engagement rate on "rebel" content vs. standard promotional posts.

   • Scarcity marketing - you can’t buy these cups anywhere.

   • Creates FOMO through exclusivity.

2. Timing is Everything (Planning campaigns on special days when the world expects is too mainstream. Instead pick unconventional days and make rebel campaigns around it.)

   • Launched just before national fast-food day (Nov 16)

   • Capitalized on peak fast-food ordering season

   • Strategic partnership with doordash during highest delivery months

3. Building on Past Success (If an old campaign was a hit. Work around its comeback. Or make a series of it. Example MMT’s Alia & Ranveer’s couple banter series.)

• Evolution from their #BetterWithPepsi campaign

• 47% increase in brand sentiment since campaign launch

• Pepsi’s market share in fast-food segment grew by 12% post-campaign

4. Smart Distribution Strategy (Just the campaign is not enough. Medium of distribution + the scale of it plays a massive role in defining virality of the campaign.)

• Multi-platform release (Tiktok, YouTube, Instagram)

• Bloopers and behind-the-scenes content for extended engagement

• User-generated content through reaction videos

What We’re Reading:
📘 "Purple Cow" by Seth Godin, Because blending in is boring. Stand out or stay invisible.
📕 "Digital Minimalism" by Cal Newport, Even tech needs a timeout. So does your brain. Trust us.

Stay Connected with Blanq

LinkedIn: Follow Blanq for industry insights and updates.

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Podcast: Tune into Copycats on Spotify for deep dives into marketing strategies.

YouTube: Subscribe to Blanq's Channel for visual case studies and more.

 BTW... We’re pressing pause.
But don’t worry the next drop is buffering.
(Hint: Last break had popcorn, KitKats, and full Netflix energy.)

Until then, catch up on past episodes, case studies, and some inbox-worthy drama.

Warning: May cause marketing genius & sudden soda cravings.

Until next time,
Stay rebellious, stay refreshing
Radhika