The diet soda category was a fast-growing category in India. But Pepsi Black was still a nascent brand with a new proposition - ‘Max Taste, Zero Sugar.’

We wanted to capitalize on the tailwinds of the category and get India hooked on Pepsi Black.

To achieve this, we wanted to create a major new inflection point in popular culture.

Fashion – a canvas for EVERY individual expression

Today, fashion is not just about articles of clothing. Fashion for them is a canvas to express their beliefs and individuality.

But often only a few voices or individuals get a chance to paint on the canvas of fashion. Fashion cannot be a space of individual expression if every individual doesn’t get their chance on stage.

HUEMN had been at the forefront of championing inclusive & responsible fashion in India for the past decade.

In collaboration with HUEMN, Pepsi curated designs that had not yet become part of mainstream fashion and give them a grand stage through our fashion show.

Pepsi Black has always celebrated the attitude of Gen Z Indians.

A core tenet of this attitude is the uncompromising self-expression and authenticity. Pepsi has always been a champion of this audacious self-expression.

Fashion is an important medium through which today’s young Indians have been expressing themselves, giving us an opportunity to connect with our audience.

But we needed the right partner for this. We found that partner in HUEMN. HUEMN is one of the leading lights of a new breed of Indian fashion brands. With their philosophy of inclusive fashion and thoughtful designs, HUEMN was the perfect partner for us in this endeavor.

Selecting the venue – Choosing the right venue was the first step in bringing this show to life. We selected Mumbai’s iconic Mukesh Mill. Mukesh Mill was one of the many colonial-era cotton mills in the city in disrepair ever since it was struck by a massive fire. It is also believed to be haunted. A perfect setting for our theme of bringing life & death together.

Creating exclusive merchandise – Keeping the theme in mind, we created an exclusive line of Pepsi Black x HUEMN clothing. We also released limited-edition Pepsi Black x HUEMN cans.

Pre-show activities – We tied-up with 250 influencers and sent them pieces from the exclusive HUMEN x Pepsi Black collection, along with the special edition cans. Our influencers showed off this exclusive merch on their social media pages to generate buzz for the event.

Curating the guestlist- The event was invite-only. Pepsi

• We sold out our entire stock of 4 lakh (400,000) limited edition Pepsi x HUEMN cans.

• 3.4 million total engagements.

• 180+ leading influencers, celebrities & thought leaders came for our event.

• Generated a total reach of 895, 240.

• 84.3% increase in conversations about Pepsi Black due to the event.

• There was a 12.27% increase in average search traffic for Pepsi Black as compared to the previous month, showcasing how we were able generate increased interest and awareness about Pepsi Black through this event.