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Why Pepsi is betting big on the Money Heist craze in India

Pepsi has unveiled a limited-edition set of golden cans and packs inspired by Money Heist

Even as the blockbuster and often controversial Spanish crime drama series Money Heist gets ready to launch its fifth season, a new marketing playbook is being put together by Pepsi and Netflix to create buzz around it.

In a first-of-its-kind co-branded tie-up, beverage brand Pepsi has collaborated in India with streaming entertainment service Netflix to launch a series of activation-led marketing initiatives on the back of the forthcoming finale of Money Heist.

How Pepsi benefits

On one hand, millennials are consuming content on OTT platforms more than ever before, and on the other hand, as they become increasingly time-poor brands are looking increasingly for out-of-the-box ideas to keep these elusive consumer sets engaged. The tie-up with Netflix is one such for Pepsi and, as per sources, there may be many more such content tie-ups in the pipeline as part of the beverage brand’s marketing roll-out.

  • From Pepsi’s point of view, along with the rub-off from the association with a well-recognized series, the content strategy seeks to integrate the Money Heist mania into the product as well as the communication strategy.

  • The limited-edition golden cans and packs have been unveiled ahead of the premiere of part one of the series finale on September 3 on Netflix.

  • It has unveiled a limited-edition set of golden cans and packs inspired by the series featuring iconic elements – the ‘Dali mask’ and ‘Bella Ciao’.

  • Pepsi has also launched a digital film featuring brand ambassador and Bollywood actor Tiger Shroff, with an idea to create buzz around the one-of-a-kind collaboration.

  • The cans can also be used as a golden ticket to be a part of a grand virtual fan party to be held in October 2021 for all Money Heist fans. The limited-edition golden cans and packs come with a special QR code that will give consumers the chance to register for the fan party. In addition, fans can also scan the Pepsi logo from anywhere – cans, packs, billboards and on the internet – through the Pepsi India Instagram filter to get their golden ticket.

Expert speaks

  • Saumya Rathor, category lead, Pepsi Cola at PepsiCo India, said: “Money Heist has garnered a following of its own, and the show and the swag of its characters fit in seamlessly with Pepsi’s brand proposition.”

  • Pepsi has always been a culture curator and the choice of the swag generation, she added, and the endeavor has always been to reach out to the audiences through moments and platforms most relevant to them.

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