The Pepsi Black NFT collection is an ode to tech-savvy Gen Zers who are passionate about pop culture and the Metaverse: PepsiCo’s Saumya Rathor: Best Media Info
For years, Pepsi has promoted a culture of ‘SWAG’, which according to the brand has encouraged the youth to have a bold confidence. Furthermore, according to Saumya Rathor, Category Lead-Pepsi Cola, PepsiCo India, Pepsi has always been at the forefront of cultural evolutions as a brand – be it in India or globally.
Rathor then went on to state that their NFT collection is for the younger generation who are fascinated by technology.
“Our endeavor is to transform our communication to align with the evolving youth. Inspired by the brand philosophy of Pepsi Black, the NFT collection is an ode to the younger generation deeply rooted in technology,” she said.
When asked what led to the inception of the Pepsi Black NFT collection, Rathor replied that the NFT art collectibles centered around the classic Pepsi Black ‘Zero’ visual are inspired by various consumer passion points such as rhythm, movement, etc.
“Pepsi has always been a brand with a strong heritage in pop culture. Our youth and audience are deeply connected to technology and are always looking for the next best, new-age technology to engage with, and since NFTs are the latest and most popular technology to hit the digital world, so it’s only right for us to bring this legacy into the new world of NFT,” she added.
Furthermore, Rathor also went on to state that ‘SWAG’ has been synonymous with Pepsi for a long time now and it has indeed been a mantra aimed at encouraging the youth to have bold confidence.
“We as a brand try to give our consumers a platform to express themselves, be it through ‘Har Ghoonth Mein Swag Hai’, ‘Salaam Namaste’ or even the ‘Check My Fizz’ anthem. With the NFT launch, we have given our consumers another platform to engage with, because at the heart of it, NFT is a platform that celebrates art, which in turn is a medium for the larger brand belief in self-expression,” Rathor added.
The Pepsi Black NFT Collection:
Throwing light on why PepsiCo decided to launch its first NFTs, Rathor said, “The NFT launch is a testament to the fact that as marketers, we must constantly stay up-to-date with the times and evolve our offerings with changing consumer sentiments .Launching this collection was our way of building muscle around Web3.0 and the metaverse space.”
Commenting on why they decided to award the Pepsi Black NFTs through the #PepsiBlackeffect challenge on the Moj app, Rathor stated that because the brand reaches out to a pan-India audience, including Tier-II and Tier III markets , and is not just limited to metro cities, the brand decided to opt for the short video app as it is used by consumers across both markets.
“The video sharing app is currently seeing a surge in its consumer base and its presence is entrenched in regional cities,” she added.
Giving a background on the process of selecting the winners, Rathor stated that consumers can enter the world of Pepsi Black by clicking four portraits in the lens along with the product while displaying the brand’s irreverent ‘SWAG’. “The winners will be selected from these collages and given distinct NFTs from India’s first ever ‘Pepsi Black Zero Sugar’ collection, which are the original IPs of the brand and will be listed on Open Sea,” she added.
“PepsiCo India Design Team in collaboration with illustrator, Timea Balo has exclusively curated the NFT collection for Pepsi Black anchored on the brand’s pillars of innovation, self-expression and evolution,” said Rathor.
She also went on to add that the launch has already created a stir among consumers as they have already received over 3,00,000 video listings.
“With this response to the Pepsi Black NFT launch, we are definitely looking at launching a few more NFTs in the coming year as we are now confident that our audience has an appetite for such initiatives and we are also very excited to getting into this metaverse space in a much bigger way. We will continue to deliver on the needs of our tech-savvy consumers,” she said.
When asked what the challenge winners can get apart from 20 NFT IPs, Rathor replied that with the NFT initiative in place, consumers will have a chance to win exclusive Pepsi Black NFT merchandise such as sweatshirts and jackets.
In conclusion, Rathor went on to state that PepsiCo India continuously evaluates marketing opportunities for their young, Gen Z brand consumers and strongly believes in the fact that their consumers want to interact with and trust brands that have a voice and connect with them.
“Metaverse is an evolving space and we are aware of how it is gaining popularity every day among people at large. The launch of Pepsi’s first ever ‘Pepsi Black Zero Sugar’ NFT collection was a step in this direction and we will continue to engage creatively with our consumers in the future,” she said.
