Pepsi: World’s first heist

Soft drink manufacturer Pepsi partnered with Netflix to grow brand love among youth in India, where it was a challenger brand.

The communication goal

Traditionally, Pepsi has been a challenger in carbonated soft drinks category in India and faces stiff competition from other cola brands. This category is mostly consumed by youth, a TG which constitutes of half of India's 1.3Bn population. As a brand Pepsi's key challenge was to constantly connect with this audience, in spite of a multitude of brands who were vying for the TGs attention. With a clear task of increasing brand love, Pepsi needed to up its game by establishing a connection with the youth & celebrating their swag.

The situation analysis

As per Statista study,...

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