Pepsi takes the pressure test

This case study describes how Pepsi, the carbonated soft drink, used a celebrity-backed campaign to rebuild its declining brand scores in India.

Pepsi takes the pressure test

Chandana Raizada

Campaign details

Brand Owner: PepsiCoLead agency: JWTBrand: PepsiCountry: IndiaIndustry: Non-alcoholic, soft drinksMedia: Earned media, buzz; Internet – general; Online video; TelevisionBudget: 5 – 10 million

Market background and cultural context

The CSD (carbonated soft drinks) category in India has exploded from being 4 cornered to more than 10 dominant players, not to mention local, regional and adjacent beverage category players, all vying for the attention of the same demographic – the youth!

Negative growth in KPIs

Pepsi, the original youth...

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