Diet Pepsi – 2002–07

In 2002, Diet Pepsi won the Cassies Grand Prix for its 1998-2001 'Forever Young' campaign. In an effort to continue its share gains, it sought to evolve the campaign, which remained popular with consumers, to incorporate new learning and insight into the market.
Agency: BBDO Canada

Diet Pepsi – Sustained Success, 2002–07

Gold: Sustained Success

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2002–May 2007Start of Advertising/Communication Effort: January 2002Base Period for Comparison: Calendar 2001

“Nobody trips over mountains. It is the small pebble that causes you to stumble. Pass all the pebbles in your path and you will find you have crossed the mountain.”

Guo Xiang (c300 AD)

This is a case about stumbling over and then kicking away pebbles to climb a mountain. It's about learning to crawl cautiously before attempting an enthusiastic sprint.

2002 was good for...

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