Pepsi: Ngõ – embrace The Soul Of North Social Life Culture

Pepsi, a carbonated beverage brand, gained market share from Coca-Cola in the north of Vietnam by appealing to local cultural pride and launching a localised pack of Pepsi at a lower price.

Campaign details

Brand: PepsiAgency: Dentsu RedderRegion: APAC

Strategy

Objective

There is a continuously long running battle between two legendary rivals of Pepsi and Coca Cola across the world. However, in the northern part of Vietnam, the win completely belongs to Coca-Cola with a large market share of 50%. All SPVB brands (Pepsi, 7UP, Mirinda) are weak in situation salience, meaning that SPVB brands are not top-of-mind brands when it comes to drinking occasions. Therefore, Pepsi has struggled to penetrate the distribution in the north.

Knowing northern consumers are price sensitive but yearning for image and...

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