A highly flexible and differentiated visual identity system provides cohesive application across packaging, retail, social, partnerships, e-sports arenas and consumer experiences from launch. From the color palette to the visual architecture, the brand feels immediately at home in any gaming environment while simultaneously standing out and building consumer memory structures. The brand has achieved great success with team sponsorships, partnerships with some of the biggest game publishers, and a strong consumer response with over 97% positive sentiment on social media.
It is noteworthy that all major articles used stills from the animation instead of retail KV or more basic renderings. This was a big step for PepsiCo in terms of design leading PR, using the look and feel to help drive desirability. Launch activation experiences drove incredible earned media impressions and reach beyond the physical event (social reach from on-site PR stunts, e-sports team signing held at booth, social sharing). Footage of the booth was used in the live stream of the event, with at peak times had 200K concurrent viewers. Design look and feel was the key driver for the decision for the CWL production to make this the backdrop for interviews and segments, which was not in the contract. Earned brand posts from multiple brands on-site and CWL post interviews in the brands area were held at the MTN DW AMP GAME FUEL Booth.
