Slice: Seduction in a Slice bottle
Ruchi Mathur and Shefali Mahadevia
Campaign details
Brand owner: PepsiCo IndiaAgency: Mindshare, JWTBrand: SliceCountry: IndiaChannels used: Internet - display, Outdoor, out-of-home, Radio, TelevisionMedia budget: 1 - 3 million
Executive summary
This is the story of how a challenger brand in an extremely competitive liquid-refreshment beverage category has grown its share of throat not by targeting a small niche in the market, as challenger brands typically do, but by actively targeting the frequent category consumer.
It is a story of how an understanding of...