Pepsi Like Machine

Background

In their rivalry, both Pepsi and Coca Cola still relied on sampling to get their products into the hands of their core target audience, 16 – 25 year-olds.

The trouble with sampling, however, was that it did not encourage a relationship between the brand and its consumer. There was no emotional engagement.

The brief, then, was to get young people to try Pepsi and actively like it.