Pepsi: Why India celebrated 'being single' on Valentine’s Day

Pepsi, a soft drinks brand, successfully marketed to singles by creating a campaign that normalised being single through a branded music single and TikTok challenge.

The communication goal

To establish that being single is a choice and communicate the Swag in being Solo to the core youth audiences with music and dance.

The situation analysis

In India, Pepsi, ThumsUp, Coca Cola are three heavyweights battling it out in the cola category. Coke's communication 'Taste the Feeling' took the audience to a happy place, Thums Up is a world of energized action and adventure ('Taste the Thunder'). Pepsi's a challenger brand, pivoting around the irrepressibility of youth - whose swag cannot be stifled by the world. Known for forging connections with the youth, Pepsi enjoys good...

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