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Pepsi's 150-ml strategy to boost sales

The beverage brand Pepsi has launched a 150-ml mini can to gear up for the summer season and boost sales of its carbonated drink.

Vipul Prakash, Vice President of beverage category at PepsiCo India Vipul Prakash, Vice President of beverage category at PepsiCo India

The beverage brand Pepsi has launched a 150-ml mini can to gear up for the summer season and boost sales of its carbonated drink.

On the occasion of the launch, Vipul Prakash, Vice President of beverage category at PepsiCo India, said at the press conference, "For now it is a portfolio game for us where we want to give our customer as many options."

The Pepsi mini can will be available online and in retail at a price of Rs 15. They will be sold as individual cans and also in party packs of four. With the new offering, the focus of the company will be to target the aspirational customer in the urban areas.

Along with the launch, the company also announced its three-month marketing campaign #PepsiMoji with the tagline "Jaisa Mood, Waisi Pepsi."

This campaign will debut on the pitch mat and perimeter boards of the ICC World Twenty20.

The company has developed 38 unique emojis for Pepsi and Diet Pepsi cans and PET bottles. Out of 38, there are eight emojis that are specific to India such as the Turbaned man, the quintessential lunch dabba and popular snacks like samosa, to celebrities like Virat Kohli and Ranbir Kapoor.

Prakash said, "Emojis have always been expressions of moods and emotions. Now Pepsi can be used to express what you are feeling!" The idea is that consumers can buy the Pepsi of a particular emoji based on their mood.

The #PepsiMoji cans and bottles have been in the retail stores across the top 40 cities in India. "It is for the first time that we have done a complete summer campaign that first went to shelf and then in media," said Prakash. The rationale, he added, was "we want it to be a consumer's journey of discovery".

It will be a 360-degree brand amplification that will include six digital films, extensive branding on metros and buses, and also a series of television advertisements.