Pepsi celebrates the spontaneity of the moments

Pepsi, a soft drink brand, increased consideration in India by launching 200 million bottles and cans with words that spoke to millennials depicting the spontaneity of Pepsi moments.

The Marketing Objective

Pepsi has always been a trend setting brand challenging the norms & pushing the edge of culture. It's been a brand that encouraged the youth to have fun & express themselves. Apart from being the flag-bearer for the youth in the pop culture, Pepsi has been trying to dial up consumption driving elements into its communications to counter the sagging market share and shore up the overall business.

In order to foster consumption we believed that it was imperative to drive the irresistibility of the product before the consumer cohort. Irresistibility for the brand is...

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