Pepsi: Making Pakistani Youth Fall in Love With Pepsi Again

Ramzi Ibrahim

Pepsi used cultural knowledge in Pakistan to reverse long-term declines in brand perceptions and sales.

Campaign details

Brand: PepsiBrand owner: PepsiCoEntrant company: Cheil Worldwide - United Arab EmiratesIdea creation: Cheil DubaiMarket: AsiaSector: Soft drinksMedia channels: Online video, Public relations, Outdoor, Out-of-home, Packaging & design, Social mediaBudget: 5 - 10 million

Executive summary

From being the market leader in Pakistan’s cola market, Pepsi had seen a consistent market share decline for a decade.

There was an urgent need to appreciate the uniqueness of the Pakistan market, dig deeper into the evolving youth mindset and find a new brand role in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands