Powering Iconicity
How do you win in culture to power brand iconicity?
Challenge
To develop a disruptive strategy for the UK, elevating Pepsi Max to an iconic brand that moves culture and powers positive growth.
Unlock
A shift in mindset from commercial competitiveness to human-centric. Leveraging How To Win insights to de-average the consumer and join the dots between our iconicity definition and the brand strategy.
Impact
5 human-centric JTBD with clear commercial ‘must do actions’ to drive brand growth in 2025 and boost the brand’s iconicity in the UK.
Project Scope
Brand Iconicity Strategy
Jobs-to-be-done Development
Cultural Strategy
