Pepsi: Customizing gratification and building a Personal VIP box in the middle of the stands of the stadium

Shubhrojyoti Roy

This case study describes how Pepsi created VIP boxes at Indian Premier League (IPL) cricket matches to encourage young Pepsi drinkers in India to buy its larger bottles.

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...

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