Pepsi is giving its mini can a big stage, with a 60-second ad airing during the Academy Awards on ABC this Sunday.
The ad, "Mini Hollywood," highlights "mini quotes" from iconic films like "Gone With the Wind," "Titanic" and "The Wizard of Oz." Cuba Gooding Jr. makes a cameo to say "Show me the mini," an adaptation of his famous line in "Jerry Maguire."
The ad kicks off a broader campaign with the tagline, "Little Can. Epic Satisfaction." Mekanism handled the creative.
"Typically, in the industry when there's been portion-control packages, the message has been functional in nature," explained Seth Kaufman, VP-marketing for colas at PepsiCo. "We want to take this to an emotional place. It's not about it being only 100 calories."
The can has been in the market since 2011 and has broad distribution. It's been popular with boomers and older Generation X consumers, Mr. Kaufman said, noting that it has attracted lapsed soda drinkers, as well as boosted consumption among core users. As part of the new campaign, Pepsi is working with retailers to feature the mini can in displays and bundles.
A separate campaign, including a TV ad, that will highlight the brand's glass bottles is also in the works.