Pepsi: The icon of youth

Pepsi, a carbonated drink brand, maintained its position in Vietnam by launching a limited range of merchandise and a mobile online/offline experience.

Campaign details

Brand: SUNTORY PEPSICO/ PEPSILead Agency: MINDSHARE VIETNAMRegion: Vietnam

Strategy

Objective

The youth of each generation always live their lives to the fullest and for the last 120 years, Pepsi has created many epic moments in history to identify itself as the iconic brand for Youngsters of every generation. However, Pepsi’s throne is under threat as more and more brands in Vietnam are trying to reach out to this audience, establishing themselves as “cool” and “trendy”.

Therefore, as they reached the milestone of their 120-year-anniversary, Pepsi’s mission was to gain back its brand love...

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