Pepsi globally had to position Pepsi Black (its zero sugar Pepsi) at the forefront. But, for certain markets (Saudi Arabia, Mexico, China, and India) sugar is a positive cultural indicator.
Sugar was not the enemy, so we spoke to a higher order benefit. With consumer research, we found that each market also cared about innovation and newness, a value we could attach Pepsi Black to.
We launched a global campaign borrowing from Pepsi’s equity of “the choice of a new generation”. We highlighted the freedom and identities of the 2010s and 2020s that was true in each market.
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