PepsiCo: Sing your own music moment with real life targeting

Pepsi, a carbonated drinks brand, launched a karaoke app to engage with Vietnamese millenials through their love of music, in order to increase sales.

Campaign details

Brand: Suntory PepsiCo Beverage VietnamLead agency: Mindshare VietnamRegion: APAC

Objectives

The Carbonated Soft Drinks (CSD) category witnessed negative growth since Q1 '16 & slightly recovered recently. In the CSD, the Cola segment experienced the lowest growth rate. The market slows down mainly due to declining relevance. Pepsi also had a tough year in 2016 and experienced the same pattern with the cola segment.

Moving forward to 2017, the key job to be done is building back the brand relevance and driving consumption to ignite Pepsi's share of market.

To deliver the brand’s 2017...

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