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PEPSI MINI CANS

A great philosopher once said: "The art of being wise is knowing what to overlook." The creative brief to launch the new 237ml Pepsi can was not only wise, but small. Printed on a document the size of a business card, it read: "Small is the new big."

BBDO faced a strategic imperative from its client: Do not denigrate regular size Pepsi cans by talking about portion control. They needed another hook.

The winning insight came from an observation by the creative team that a can this small could get lost in some pretty interesting places. And so a big idea was born.

Like the serving size, the media and production budget of $300,000 was modest. Results of the three TV and print ads, however, were anything but: The overall carbonated soft drink category grew, with new drinkers going to Pepsi. In fact, 3% of the total mini-can volume came from category expansion. It was also Pepsi's largest share gain of any new pack launch.

TELEVISION

Moustache	Shower
Grandpa

PRINT

Straw	Ice Cubes
Small Glass