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2019 FINALIST SPECIALITY/SPORT MARKETING RUSSIAN FEDERATION
Pepsi football support wave
RAN IN: Russia
Audience: The target audience of the brand is young people from 16 to 35 years old who live in the moment, they are not afraid of the new and look at the world as if it were a playground. Technology is central to their lives.They are not afraid to express themselves and to participate in large-scale events in order to feel their involvement in them. Young people do not overlook all the bright and large-scale events, they are try to be involved in them and show their activity, both in real life and in digital.
Objectives: The main goal for Pepsi in 2018 was to maintain its market share - 32%. Considering the situation in the competitive environment and the capabilities of the main competitor, this was a rather ambitious plan.
Language: English, Russian