The Situation
As non-traditional gifting options are becoming popular, each player is looking to create a brand to differentiate and break clutter. After being present in the gifting market for few years with its beverage range PepsiCo wanted to create a brand which will act as a common promotion platform for its portfolio adding to PepsiCo's equity.
The Task
Objective was to create an umbrella Brand concept which is extendable to gift packs of all beverage brands. The project also entailed structure creation along with graphics that tie in the story of the core concept, festive cues & respective brand essences
DYW Solution
Taking ahead the "Prosperity of Luck" proposition of Diwali we named the gifting brand as "PepsiCo Shubh Laabh" wherein PepsiCo acted as a shadow endorser, and brought alive the proposition through gold coins.
Core concept was integrated to the whole range graphics such that a coherent overarching message of "Prosperity & Luck" was conveyed through each pack over and above the brands festive cues.
In addition to above work we created all POS elements like Trade letter, catalogues,banners, truck back etc, to create awareness for the brand.
Contact: Mumbai:+91-022-40406767 Delhl:+91 11 26548089
Website :www.dmayellowworks.com
