Pepsi: From the idiot box to the VIP box
Shubhrojyoti Roy
Campaign details
Brand owner: Pepsico India HoldingsLead agency: JWT DelhiBrand: PepsiCountry: IndiaIndustry Non-alcoholic, soft drinksChannels used: Earned media, buzz, Events and experiential, Other and ambient media, Outdoor, out-of-home, Packaging and design , Point-of-purchase, in-store, Sales promotion, Sponsorship - event, property, Sponsorship - media, TelevisionMedia budget: 500k - 1 million
Executive summary
This case study describes how, when it came to large bottles of cola typically bought by the value-conscious homemaker as part of the grocery parcel...