Pepsi: Making Pakistani youth fall in love with Pepsi again

Ramzi Ibrahim

Drinks brand Pepsi used a multichannel campaign encompassing OOH, digital, TV and sampling to drive brand love among youth audiences in Pakistan.

Campaign details

Brand: Pepsi Brand owner: PepsiCo Entrant company: Cheil WorldwideIdea creation: Cheil Dubai Market: Pakistan Sector: Carbonated soft drinks Media channels: Packaging & design, Product sampling, Social media, Online video, Outdoor, Out-of-home Budget: 3 - 5 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...

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