Pepsi: Mere packaging design or brand experience for IPL fans?

This case study describes how international drinks brand Pepsi used packaging design in India to engage with fans of IPL, the Indian Premier League for cricket.

Pepsi: Mere packaging design or brand experience for IPL fans?

Shubhrojyoti Roy

Campaign details

Brand owner: PepsiCo IndiaLead agency: JWT DELHIBrand: PepsiCountry: IndiaIndustry Non-alcoholic, soft drinksChannels used: Earned media, buzz, Packaging and design, Social media, Word of mouth, advocacy Media budget: Up to $500k

Executive summary

This case study describes how international drinks brand Pepsi used packaging design in India to engage with fans of IPL, the Indian Premier League for cricket. Pepsi had won the title sponsorship of the IPL in 2013, although its brand saliency...

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