Slice: Seduction in a Bottle
Shefali MahadeviaMindshare India
Campaign details
Brand owner: PepsiCo India HoldingsAgency: Mindshare IndiaBrand: SliceCountry: IndiaIndustry: Non-alcoholic, soft drinksMedia budget (USD): $3 - $5 millionChannels used: Internet - display, Internet - general, Mobile and apps, Outdoor, out-of-home, Television
Executive summary
This is the story of how a challenger Indian brand in an extremely competitive liquid refreshment beverage category grew its share of consumer spend not by targeting a small niche in the market, as challenger brands typically do, but by actively targeting the...