Pepsi is the only cola brand available in Delhi’s international and domestic airport terminals. While this provides brand Pepsi with opportunity to drive consumption, an airport is a non-traditional channel for the brand, inhabited by non-core Pepsi consumers. Our challenge was to create relevance between brand and consumer, cementing the brand in the airport environment.
To truly maximise its opportunity of being the only cola brand available in Delhi’s airports, Pepsi needed a more appropriate tone of voice specific to the environment and the mood and mode of the “transumer”.
To become part of the fabric of the airport FITCH created an identity for Pepsi that locates the brand within the specific terminal.
An illustration that captures the spirit of modern India provides a consistent backdrop and visual consistency. Using a copy-led approach we created a witty but mature campaign that remains true to Pepsi’s core values. Crucially the messaging is attuned to the airports’ older audience and their need states.
The campaign appears across vending machines, digital signage, marketing collateral and cans. In addition it appears within F&B outlets.