Slice: Seduction in a Bottle

Shefali Mahadevia
Mindshare India

Campaign details

Brand owner: PepsiCo India Holdings
Agency: Mindshare India
Brand: Slice
Country: India
Industry: Non-alcoholic, soft drinks
Media budget (USD): $3 - $5 million
Channels used: Internet - display, Internet - general, Mobile and apps, Outdoor, out-of-home, Television

Executive summary

This is the story of how a challenger Indian brand in an extremely competitive liquid refreshment beverage category grew its share of consumer spend not by targeting a small niche in the market, as challenger brands typically do, but by actively targeting the frequent category consumer.

This case study is built on understanding of Indian popular culture and its icons, married to technology. The potential to meet the brand's ambassador, Indian actress Katrina Kaif, was used in a variety of digital formats including a synchronized series of major homepage takeovers and a digitally activated voice call from star, as well as outdoor, to encourage engagement and increased consumption of the brand.

Campaign background