When the holidays can get a little too much, Pepsi helps you face them in style at the Corner of Dilemmas

Creativity, Digital & Media, Events, Marketing, OOH / DOOH

With the holidays knocking at our door with more enthusiasm than carolers, it doesn’t take much of a stretch of the imagination to know what awaits us. Christmas is a multifaceted holiday. On the one hand, it is that time when we reconnect with family, see old friends, are better, or at least intend to be. At the same time, for most of us, it also comes with the pressure to do everything perfectly, give and receive the perfect gifts, and generally live up to the unattainable standards of a movie Christmas.

Taking into account all these things, Pepsi proposed to give a helping hand to the young target so that they can face the holidays and spend them in their own way.

Celebrate your style with Pepsi at the Corner of Dilemmas

Together with DDB Romania, Pepsi launches the Corner of Dilemmas. An activation that combines the offline with the online, where each icon in the corner hides a holiday dilemma and tips & tricks on how to overcome it.

“What do you do when you’re at the Christmas table and you get the question “how are you doing with love?”? Or when you want to spend the holidays in your pajamas, but the carolers are knocking at the door? The Corner of Dilemmas answers these and many other holiday dilemmas, with tips and prizes, to bring the holidays on your side”, said Alexandra Burdulea, Pepsi Senior Brand Manager.

“Whether we like it or not, Christmas is not ripped from the movies, just as our interactions with relatives are not part of a script that must leave you with some lesson at the end. So, what we can do is turn these situations around to our liking. That’s what we set out to do together with Pepsi through the Corner of Dilemmas, a shortcut to the holidays as everyone wants them”, explains Roxana Niță, Creative Director of DDB Romania.

The corner is designed so that you can make your own holiday route by scanning any three icons of your choice. The route ends in the center of the corner, where you can also unlock a prize.

So, if you pass by the Christmas Market at Piața Constituției in Bucharest, take a refreshment break at the Pepsi Dilemma Corner, until December 24.

  • Monday – Thursday -> between 16:00 – 22:00
  • Friday- Sunday > between 14:00 – 22:00

The teams that created the campaign are:

DDB Romania:

Creative Director: Roxana Niță

Senior Art Director: Teodor Minea

Senior Copywriter: Alexandra Jitărel

Illustrator & Graphic Designer: Andrei Ilincaru

Strategy Director: Ioana Dobrinescu

Strategic Planner: Georgiana Nica

Account Director: Catălina Biro

Senior Account Manager: Bianca Greaca

Managing Director: Roxana Țâmpău

Pepsi Romania:

Iuliana Dragomir – CSD Senior Lead Romania

Alexandra Burdulea – Senior Brand Manager Pepsi

Diana Băcală – Brand Manager Pepsi

Maria Dorofte – Junior Brand Manager Pepsi

Laurenţiu Ion – Head of Digital & Media, PepsiCo România

Delia Corniciuc – Sr Marketing Manager Beverages, PepsiCo România


Răzvan Meiroșu – Media Director

Maria Ilie – Account Lead

Lucian Enculescu – Head of Digital

Ana Vieru – Digital Manager

Irene Derasadurian – Media Executive

Nicoleta Avram – Media Executive

Mihnea Bunea – Digital Executive

Diana Dîrlău – Media Executive

Luiza Popa – OOH director