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...