Strategy:
We utilized the brand’s sponsorship of the UEFA Champion’s League to create a competition that would see the average Zambian be flown to Milan, Italy to watch the UEFA Champions League final match.
A ‘necktie’ with competition details was attached to the plastic bottle and bottle labels used as an entry mechanic for the competition, enticing more people to purchase the product.


Result:
Sales of Pepsi across the country increased by 25%. The competition also established Pepsi as a brand that can enable people to achieve their dreams.
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