PEPSI SALT: BRING BACK THE TASTE OF TET

Pepsi, the carbonated soft drink brand, disrupted Tet with thought-provoking ideas around digital distractions in Vietnam.

Campaign details 

Brand: SUNTORY PEPSICO/ PEPSILead Agency: MINDSHARE VIETNAMRegion: Vietnam

Strategy

Objective

Tet festival (Lunar New Year) is the most promising and challenging season for Pepsi given the high consumption of soft drinks but the highly cluttered media environment. Additionally, Carbonated Soft Drink (CSD) category and Colas segment sales have been on the decline recently due to a lack of excitement and Relevance in the category. For Tet 2018, Pepsi set an ambitious goal of spiking both brand health and sales performance.

To deliver these objectives, Pepsi decided to disrupt this Tet with thought-provoking ideas...

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