Brand: PepsiAgency: Oula, KantarMarket: Pakistan
Challenge and Business Objectives
Pepsi is one of the two biggest cola players within the Pakistan market and has a strong legacy and connection with the youth. However, in a changing consumption landscape, lots of big brands started targeting the youth and building brand affinity with them became more difficult than ever before.
There was a strong need to revive the relationship of Pepsi with the young Pakistani consumers, who had changed a lot recently undergoing one of the biggest economic, political, and social turmoil in the last...