Campaign details
Brand: Pepsico Lipton Ice TeaAgency: Mindshare TurkeyRegion: EMEA
Strategy
Objective
IT category is the highest contributor of growth to soft beverages by growing 18% in 2016. However, per cap consumption is still 4.9 L, which has high potential to grow vs other European Countries (Poland: 8.2, Hungary: 9.5). As category leader, we aimed to increase per cap consumption via upsizing a single serving size from 330 ml to 1L.
Target Audience
18 – 34, male + female, have a car. This target group is called Gen Y in Turkey. According to a Gen...