- SECTOR: Food and Beverage -
- TYPE OR WORK: Integrated campaigns -
- COUNTRY: Mauritius
In 2015, the Pepsi brand was associated with old Mauritian traditions and struggled to appeal to all Mauritian cultures. The Brand had no relevant purpose and brand communication strategy. Pepsi Mauritius appointed CIRCUS! to work on a strategy to put Pepsi back on track.
We wanted to appeal to the younger generation and tapped into a relevant insight: Youngsters want to be themselves, express their views, embrace their differences. We created a new brand signature, ‘MWA MO KONTAN’ - 3 creole words with significant meaning: “I don’t care what you think, I just love it!”. Furthermore, the signature was bold as it embraced and acknowledged that Pepsi was NOT the preferred cola and reinforced the Brand’s purpose of encouraging people to embrace their choices. Finally, the use of creole was a breakthrough for the Brand and helped create a strong bond with youngsters.