Pepsi 2008 Annual Report Download - page 37

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We’re making
Slim Cans to build
personal connections.
What does it take to bring a familiar favorite to life in
refreshing new ways? In India, we began with a new “Slim
Can” that stands out from the crowd—and embodies the
individual spirit that drives today’s young adults. Then, we
used the digital media to build connections and sustain
the buzz. With the My Can My Style campaign, millennials
could visit an online community and win prizes by express-
ing their hopes, dreams, quirks, jokes, style and other
personal details. And on college campuses across India,
our Face for My Can promotion let students appear in and
view videos and vote online for the person they wanted to
see on the new Pepsi My Can.
Today, young adults nd new relevance in a stylish,
affordable, on-the-go Pepsi-Cola they can call their own.
The My Can My Style campaign attracted more than 500,000
online interactions, reintroduced Pepsi-Cola to a new genera-
tion and helped increase local Pepsi volume by 5 percent.
TeensinIndiaarendingpersonal
waystoconnectwithourbrands.
35PepsiCo, Inc. 2008 Annual Report