When your main competitor uses its immense budget to take over Christmas, how can you find a space and generate buzz in this time of the year?

Every year, Pepsi’s HUGE competitor makes the Christmas Caravans. We found a weakness on their event: the traffic jams it causes and how people react to it. 

There are many, many posts complaining about the Christmas Caravan’s traffic jams everywhere, and their Christmas Caravans make lots of gridlock. Pepsi invaded it, digitally, during the entire event in São Paulo, the biggest and most congested city in Brazil (ranked 5th in the world).

We tracked its path on Waze and offered people a compensation for being stuck in our rival’s traffic jam: a home-delivered complete Christmas kit with blue ornaments and, of course, cans of Pepsi.

Whenever people got stuck in traffic, we sent them a message offering a gift.