Slice: Seduction in a Bottle

Shefali Mahadevia

This case study describes how PepsiCo's challenger Indian soft drink brand, Slice, grew its share of consumer spend in an extremely competitive sector not by targeting a small niche in the market, as challenger brands typically do, but by actively targeting the frequent category consumer.

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...

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