Diet Pepsi

Campaign to revitalise Diet Pepsi in Canada. Pepsi drinkers were not moving to Diet Pepsi but to Diet Coke, and brand stagnated.

grand prix: packaged goods beverage gold sustained success gold

Diet Pepsi

Executive Summary

'And David put his hand in his bag, and took thence a stone, and slang it, and smote Goliath in his forehead, that the stone sunk into his forehead; and he fell upon his face to the earth.' 1 Samuel 17 v.49

The carbonated soft drink category is one of the most competitive in the world. The media sit up when CocaCola introduces a new tagline. The nation tunes in when Pepsi signs the latest pop phenom. There are milliondollar budgets, media saturation and celebrity...

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