Pepsi: When a packaging design becomes a social experience

Shubhrojyoti Roy

Campaign details

Brand owner: PEPSICO INDIA HOLDINGS PVT. LTD.
Lead agency: JWT Delhi
Brand: Pepsi
Country: India
Industry: Non-alcoholic, soft drinks
Channels used: Earned media, buzz, Internet - display, Packaging and design, Social media, Word of mouth, advocacy
Media budget: Up to 500k

Executive summary

This case study describes how Pepsi used team-branded cans to leverage its sponsorship of the Indian Premier League (IPL).

While saliency and top-of-mind awareness were high for Pepsi in 2013, in the year 2014 the brand also needed to drive deeper connect with audience and be an 'integral part of everyday matches' during the IPL: the agenda was to rise above being a 'sponsor tag' and make IPL fans more socially engaged with both Pepsi and the daily tournament matches.