Pepsi: Customizing gratification and building a Personal VIP box in the middle of the stands of the stadium
Shubhrojyoti Roy
Campaign details
Brand owner: PepsiCo IndiaLead agency: JWT DelhiBrand: PepsiCountry: IndiaIndustry Non-alcoholic, soft drinksChannels used: Earned media, buzz, Events and experiential, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Sales promotion, Sponsorship - event, property, Sponsorship - media, TelevisionMedia budget: $500k - $1 million
Executive summary
This case study describes how Pepsi created VIP boxes at Indian Premier League (IPL) cricket matches to attract young Pepsi drinkers...