PepsiCo: Transform your Patch

This case study explains how Britvic, the beverage company and licencee of PepsiCo products, used a community campaign in the UK to take market share from Coca-Cola during the London 2012 Olympic Games.

PepsiCo: Transform your Patch

Arnold KLP

Background

In 2012, PepsiCo/Britvic faced the toughest year in its history, competing against Coca-Cola in a host Olympic market. Past experience highlighted the dangers of Coke's significant over investment in such markets; in this case outstripping PepsiCo/Britvic's spend by 20 to 1.

With no big sponsorship to attract retailers and shoppers alike, the client needed an idea to protect their brands' share (Pepsi Max, Mountain Dew Energy, 7Up, Lipton Iced Tea, Robinson's, Fruit Shoot, Tango and Juicy Drench) in a highly competitive market place.

In reality, the idea succeeded in stealing...

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