Slice: Seduction in a Slice bottle

Ruchi Mathur and Shefali Mahadevia

Campaign details

Brand owner: PepsiCo India
Agency: Mindshare, JWT
Brand: Slice
Country: India
Channels used: Internet - display, Outdoor, out-of-home, Radio, Television
Media 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 popular culture and its icons when married with technology yields winning results. It is a story where the real and the virtual worlds don't collide but work seamlessly to provide consumer value. Welcome to the inspirational story of Slice, a story that is living proof that a David, with imagination and collaboration, can slay any Goliath.

Market background and business objectives