Pepsi: Practicing The New Normal With Swag

Pepsi, a soft drinks brand, launched a mashup of its existing hit track on TikTok in India that encouraged social distancing and connected with young consumers during the COVID-19 pandemic.

Campaign details

Brand: PepsiAgency: Mindshare India

Strategy

Objective

Traditionally, Pepsi has been a challenger in carbonated soft drinks category in India and faces stiff competition from other cola brands (Coke and Thums Up). This category is mostly consumed by youth, a target group which constitutes of half of India's 1.3 billion 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 target group's attention.

With a clear task of increasing penetration, Pepsi needed to up its game by tapping potential audiences....

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