Pepsi has always been on-trend with its ability to gauge the pulse of the youth. To keep up with the emerging GenZ, Pepsi launched its new brand philosophy of SWAG in 2019. It stands for being as cool as ICE (Irreverence, Confidence and Effortlessness) which exactly matched the wavelength of our youth.

But we were still unable to attain our maximum growth potential due to a dominant consumer perception of Pepsi not being as ‘strong’ and so not as refreshing as the other cola-carbonates.

So, we decided to change this perception by modifying Pepsi’s formulation by adding more fizz! The fizz made Pepsi stronger and thus more refreshing, giving rise to our new proposition - ‘more fizz, more refreshing’.

But just changing our formulation wasn’t enough.

We needed to drive awareness about this change in a relevant yet effective way among the youth.