According to information shared with Marketing Dive, PepsiCo is advertising its new relaxation beverage Driftwell through targeted digital advertisements that interrupt the viewer’s screen time at the end of the day.
The “40 Jinx” campaign, produced by PepsiCo’s internal content studio, recognizes that many Gen X and millennial users, including busy parents, are turning to social media and streaming for relaxation. Each of these behaviors is portrayed in an animated video as a different jinx creature that can lead to bad habits that prevent a good night’s sleep.
Driftwell, which includes the amino acid L-theanine and magnesium, is promoted as a way to add stability and restfulness to the unwinding routine in advertisements. PepsiCo’s broader media policy, which focuses on streaming and digital media, contrasts with this initiative.
With a new campaign for Driftwell, a beverage the marketer launched late last year after fast-tracking the idea, PepsiCo is promoting more moderate screen-time behaviors. The service aims to help customers cope with stress and establish more reliable bedtime habits, two problems exacerbated by the coronavirus pandemic, which has rendered unplugging challenging for many.
The Driftwell commercials portray scrolling through social media applications or tuning into streaming sites as relaxing activities that can easily transform into vices, depicted as the titular jinx monsters that must be exorcised. According to the results of a study conducted by Wakefield in collaboration with Driftwell, 82 percent of surveyed consumers claim they now screen, stream, or scroll at the end of the day. The brand is targeting older millennials and Gen Xers who may be young parents coping with new stresses in their personal lives as well as at work.
Driftwell began running targeted advertisements on Facebook in mid-February and on YouTube in March to encourage users to break unhealthy habits. The ads appear at times when people are most likely to unplug, such as right after work and before bed. Pepsi is currently running a granular initiative of its own. A guiding power With the driving theme that low-calorie soda is one place where they don’t have to compete with trade-offs, Pepsi Zero Sugar uses more than 70 pieces of custom innovation to involve men at times where they feel like they’re sacrificing.
Driftwell is following in the footsteps of other brands in positioning the product as a soother for frazzled customers who have been cooped up at home for months while dealing with broader social ills. Calm, a meditation app, is another notable example: Last year, the company founded CNN’s coverage of the tumultuous presidential election outcome, resulting in a surge in app store downloads.