Pepsi: Why Not Meri Jaan

Pepsi, a soft drinks brand, increased brand preference among young people in Pakistan by launching a campaign across TV, digital and social that focused on the positive things that young people are doing.

Campaign details

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...

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