Pepsi: Pass-Click-Goal!

Pinaki Bhattacharya, Shubhrojyoti Roy and Siddhant Lahiri

This case study describes how Pepsi, the beverage brand, targeted young people in India through a football based campaign which combined stunts and events with social media.

Pepsi: Pass-Click-Goal!

Pinaki Bhattacharya, Shubhrojyoti Roy and Siddhant Lahiri

Campaign details

Brand owner: Pepsico India HoldingsAgency: JWT (primary); Zapak Digital Entertainment (secondary)Brand: PepsiCountry: India

Executive summary

In 2012, Pepsi was challenged by its key competitor injecting unprecedented investments into the Indian market. It was also worrying that the brand was becoming increasingly distanced from the youth with almost every marketer in India wooing youngsters. To reconnect with them, Pepsi had to give Young India something big, new and unexpected.

In a country as diverse as India, there's one thing that unites everyone –...

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