BACKGROUND

GEN Z & Flavour explorers buying brands and product that are new, exciting, offer a variety of flavors or functional benefits, are part of culture, trendy and cool. For them Colas represent what they fear most on the personal level – outdated and irrelevant.

OBJECTIVE

- Re-ignite excitement about colas with innovation designed for gen Z /flavour explorers

- Own a new indulgence space with Pepsi brand

INSIGHT

Sweetness is the thing we most crave when we need a little treat, and the main thing people look for in flavoured colas. From a cultural perspective, the codes of what it means to be ‘sweet,’ and who can be sweet, are changing for younger generations. What was once a symbol of (vulnerable) femininity is now actively embraced by all, in the face of an uncomfortable reality.

Leveraging that human insight, we developed a compelling campaign big idea to drive the successful launch of Treats. The campaign is designed to highlight the unique benefits of Treats, fostering brand awareness and encouraging trial through relevant, emotionally impactful storytelling.

Launched in April, the campaign quickly gained traction by connecting with Gen Z where they spend their time - across social media, out-of-home spaces, and through the voices of trusted influencers. One of the standout moments was an immersive brand experience in the heart of London, designed to engage and excite our audience in real life while sparking conversation online. This integrated approach helped the campaign show up meaningfully across multiple touchpoints, driving strong visibility and connection with younger consumers.

RESULTS

The launch has significantly outperformed expectations, delivering stronger value sales per distribution point than previous Pepsi flavour innovations and far exceeding key competitor benchmarks. The product is attracting new shoppers to the brand, with 30% of “treats” buyers new to Pepsi. It’s also driving genuine category growth, with 12.3% of Cream Soda and 9.4% of Strawberries & Cream buyers being entirely new to the cola category - compared to just 1.5% for a leading competitor. The brand is primarily sourcing from flavoured carbonates and energy drink users, and it’s showing strong appeal among both flavour explorers and Gen Z.