What will people say?

This work for PepsiCo energy drink brand Adrenaline Rush was inspired by social behavior in Uzbekistan, a country that emerged after the Soviet Union dissolved. It tackled how societal norms and public opinions strongly influence people's actions. There's pressure to conform to avoid criticism, a remnant of the Soviet era's collective mindset. This campaign aimed to empower individuals to express themselves freely in a changing cultural landscape. It encouraged conversations about personal choices and societal expectations, promoting acceptance of diversity. The goal was to foster a more inclusive and open-minded society in post-Soviet Uzbekistan, where people can embrace their unique identities without fear of judgment.

In Uzbekistan, people live not for themselves, but for those around them. Every step, every action can be criticized. Don't dress like that, don't dye your hair this color, don't listen to that sort of music. Everything must follow the public opinion, and you can not stand in its way, or else what will people say?!

In Uzbekistan, societal norms heavily influence individual choices and behavior. People often conform to public opinion to avoid criticism or judgment from their relatives, families, and friends. As an energy drink product with bold positioning, we wanted to resonate with the new generation of Uzbeks who are breaking away from traditional norms and embracing individuality. Our goal was to start conversations about individuality, freedom of expression, and the impact of public opinion on personal choices.

As a post Soviet Union country and audience insights in Uzbekistan are shaped by a collective consciousness influenced by Soviet-era ideals and traditional values. People value community bonds, cultural heritage, and respect for authority. However, there's also a growing segment of the population, particularly the younger generation, who are open to new ideas, individual expression, and breaking away from conventional norms.

Adrenaline Rush, in partnership with rappers and influencers like Timur Alik'honov, Konsta, Husnorik, Teacher Azam, and Jamshidhon, aimed to spotlight individuals defying societal norms. Despite criticism, our heroes express themselves boldly through music, blogs, and teaching, resonating with the audience's desire for self-expression. This approach amplified the brand's message of empowerment and individuality. With young influencers who despite public opinion and stay true to themselves we created a manifest for a new generation of Uzbekistanis. A generation that does not agree with the phrase "What will people say."

In just one week, Konsta's video on YouTube garnered 1 million views, in a country with a young population of 19 million. The total reach amounted to 12,380,000 views, representing 65% of Uzbekistan's young population. Our manifest significantly impacted the target audience, leading to organic reach among other influencers and news media platforms.