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Graffiti BBDO realized the newest Pepsi Twist Lemon campaign
23 june 2005
The summer Pepsi Twist Lemon campaign began with a new TV spot, realized in Romania by Graffiti BBDO.
The piece de resistance of the new campaign, this spot is an execution based on the main characteristics of the product: the well known taste of Pepsi-Cola, combined with the lemon aroma, everything offering more coolness for the hot summer days. Around this idea, the Pepsi Twist Lemon commercial creates funny situations for the four young protagonists, by associating the product with the cooling effect of the wind. Notable is the soundtrack of the TV spot, the famous song "Lemon Tree" by Fool's Garden, that suggests the refreshing aroma of lemon.
"Pepsi Twist Lemon responds to the habit of many consumers of cola drinks to enjoy their favorite beverage with a drop of lemon. This is one of the explanations of the remarkable success, that this project had in Romania, from the beginning. The new spot associates this main characteristic, the lemon aroma, with the cooling effect, all this in an amusing way, in the tradition of Pepsi commercials." Says Catalin Lascu, Franchise & Marketing Manager PepsiCo International for Romania, Bulgaria and the Republic of Moldavia.
The new spot, directed by Florian Seidel was shot in collaboration with Carlo Production in April, in a Bucharest-based club. The campaign can be seen on all of the important TV stations, but it includes also outdoor and in-store materials.
The Graffiti BBDO team that contributed to the development of the Pepsi Twist Lemon campaign, was composed by Alina Zaharescu - Group Creative Director, Mihai Gongu - Copywriter, Cristina Panaitescu - Art Director, Eugen Stanescu - Audio Video & Photo Production Manager, Radu Teodorescu - Photo Producer, Florin Itu - Account Director, Dan Enache -Senior Account Manager, Monica Bondoc - DTP Designer and the agency Media Direction - Cristian Mucichescu, Media Manager.
Pepsi Twist Lemon and Pepsi Twist Light Lemon are registered trade mark of PepsiCo, Inc. PepsiCo is present on the Romanian market with the most rich offer of cola drinks, gathered in the "Pepsi at the 6th Power" group (Pepsi, Pepsi Light, Pepsi Max, Pepsi Twist Lemon, Pepsi Twist Light Lemon and Pepsi X), and also with the brands 7-UP, Mirinda and with the newest, Evervess Tonic. The PepsiCo products are bottled and distributed in Romania and the Republic of Moldavia by he authorized bottler of the company, Quadrant Amroq Beverages SA
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