Pepsico Subh Laabh

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

Pepsi to launch Pepsi Max in India

Softdrik brand Pepsi is planning to launch one of its global brands Pepsi Max to compete with its arch rival Coca-Cola's brand Thums Up.

Pepsi Max, is a low-calorie, sugar-free cola, marketed by Pepsi Co as an alternative to regular Pepsi and Diet Pepsi. However, Pepsi is tight-lipped about the launch.

“We have diet Pepsi but its share size is very small. We can't push the consumers towards it because consumers are not used to the diet concept here,” said Punita Lal, ED, marketing of Pepsi Co.

That's precisely the reason in India Thums Up continues to dominate the over Rs 8000 crore carbonated soft drink market.

While Pepsi is the second largest brand, Sprite from the Coca Cola stable is fast catching up while Coke itself is at the fourth position. Pepsi which has so far restricted itself as a youth brand now wants out to reach out to a wider consumer base.

Though experts feel if they do so its brand identity could be at stake. Pepsi has always been a peppy and youth oriented brand. If it tries to have a masculine image like Thums Up then it could confuse the brand identity,” said Snehasis Bose, VP Strategy at DMA Yellow Works.


Link

1. Read the original article at Info Indyan 
2. More on Brand Solutions at DMA Yellow Works