PepsiCo: Liter of Light

Pepsi, a carbonated drinks brand, launched a social awareness campaign to bring electricity to rural communities in India, in a bid to increase brand awareness and sales.

Campaign details

Brand: PepsiCo/PepsiLead agency: Mindshare IndiaRegion: APAC

Objectives

A cup of hot tea, chocolate or coffee during winters makes everyone warm & fuzzy, but for Pepsi it was sweaty times. Sales are on a downward trend and budgets are limited. 2016 winter Pepsi's ambition was to change the course of the sales graph and make Pepsi the first drink of choice, be it summer or winter!

Target audience

16-35 males and females in India - the opinionated, motivated, participate actively in causes - the new iconic Youth.

Creative strategy

The timing of the onset...

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