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...