Pepsico has created a web series for its Mini Can launch in India. The content is a result of collaboration between Pepsico, creative agency J. Walter Thompson, Vivek Kakad of Curious Films and several others, according to the agency.
The objective was to move way from traditional advertising, and create digital content ‘with aspirational imagery targeting SEC A digital natives’.
The series, which takes the humour route, features an Italian mafia boss ‘Mr Can’ and his right hand man ‘Mr Cornell’. Each part of the series delivers a simple lesson and drives home the message, ‘Never underestimate the power of little things’. All the films signs off with the message: ‘Little Can. Big Lesson.’
The first part introduces the characters and their quirks. It features an interaction between the mafia boss and his right hand man, on who his successor should be. When Cornell says he should succeed the boss, reasoning that the boss’ son is ‘a fool’, the initially shocked Mr Can appreciates his honesty. A test of honesty among three young men follows. They are asked to create a pyramid with Pepsi Mini Cans, blindfolded. Two of them complete the task, while the third hasn’t even begun. He explains that he could see through his blindfold, and to take up the task would have been cheating. The boss is moved by his honesty, as the ‘Big Lesson’ is delivered.
The other episodes in the series deliver the importance of loyalty, among other things, in the same, quirky manner.