Around the globe, Valentine’s Day carries an expectation that it is a date to celebrate a significant other, with most brands also embracing this traditional positioning. But what about those who are flying solo during this annual love fest? Pepsi® wanted to create a fun, non-traditional design that explored a new take on this day dedicated to romance.
The Pepsi® team uncovered the insight that in India, 7 out of 10 men in the 18-24 age group will find themselves single on Valentine’s Day. So, we wanted to take a counter-cultural point of view and celebrate self-love and all the freedom and fun that comes along with embracing singleness. The Design Team created a limited-edition Pepsi® SWAG SE SOLO packaging design for Valentine’s Day 2022, available for purchase in India.
We wanted to create packaging that avoided the typical mush and blush associated with Valentine’s Day, so we took an edgy, ownable and unmistakably Pepsi® approach. Overlaid on a bold blue substrate, we incorporated the SWAG SE SOLO messaging in rebellious, grunge-style typography to reflect the swagger of the unique proposition. We added some Valentine’s bling to the design with a light blue, hand-drawn heart pattern in the backdrop that popped against the metallic surface of the cans
As a part of the Pepsi® x Valentine campaign, we created a digital film featuring one of Bollywood’s biggest stars and quintessential bachelor, Salman Khan. The film invites single people to embrace and own their singlehood, empowering them to flaunt it, and view their status through a new lens. They aren’t simply single – they’re “SWAG SE SOLO.”
The campaign resonated with its audience, garnering over 10 million views and 1.5 million likes on social media platforms. With over 100 features across key print and online publications, the campaign achieved a PR reach of over 46.27 million, coupled with earned PR value standing at 24.57 million.
