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Case Study 21
pepsi makes your day
The challenge
In Turkey, Pepsi started its summer campaign determined to boost market
share by increasing sales of its multi-serve products and family packs. Previ-
ous Turkish campaigns had successfully driven sales of single-serve units,
largely through the selective targeting of young people, particularly using
mobile ‘text-to-win’-style promotions. This time Pepsi wanted to focus on
family-size products, and that meant reaching out to the principal shopper in
the household, which in Turkey meant housewives, a group less willing and
eager to engage through mobile channels than the youngsters Pepsi had tar-
geted so successfully in the past.
Campaign budget
Not disclosed, but included 27.2 million free airtime units (FAUs) to give away
as part of the campaign.
