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...