Objectives

PepsiCo is continually innovating to offer a diverse range of carbonated soda drinks to the ever-changing young generation living in the UAE. Against the background of the Sugar tax imposed on the category in the country, it was commercially critical to launch a “No Added Sugar” range extension within the portfolio.
So in 2019, Pepsi took the opportunity to consolidate their market leading position and disrupt NO SUGAR category by launching a new NO ADDED SUGAR range with a differentiating twist. A completely new Pepsi in a new BLACK can range with different and unique flavors – Lime & Raspberry.
Targeting millennials (16 to 27 YO), Pepsi needed to convince them to make a bold choice and try the new Pepsi Black flavors for themselves and by doing so appealing to their aspirations to DARE and GO ALL IN.
The main marketing objectives of the launch were: Defend market share in the face of Sugar tax. Boldly Recruit switchers and disrupt cola category by adding excitement with a unique trial and sampling program.
To support their objectives Pepsi engaged in a program on activation and sampling in and around store, which delivered the new news and got products in the hands of potential consumers. Pepsi further extended their message by taking the activation space to large scale high traffic events across the UAE and Saudi Arabia, where they both created awareness and sold product to event goers.
 

How were the objectives met?

The Be Bold activation zone, created to both create awareness and facilitate activated sampling was rolled out across major markets in the MENA Region. In Saudi Arabia alone the Activation ran for a total of 60+ days across 20+ Retail locations and Events. Delivering massive exposure to consumers and 400,000 Samples to potential shoppers and additionally selling a total 160,000 Cases in host event venues and destinations.

Location: DUBAI, Dubai, UNITED ARAB EMIRATES

Submitter: LIQUID RETAIL AND MARKETING

Yes