WHY NOT?

We created a local platform for the brand

Client: pepsi
Category: Ad Campaigns
Market: Uzbekistan
Lokals product: Localization Campaign, Creative Platform, Full Integrated Campaign
Scale: 1 country — Uzbekistan, 12 cities of presence
Year: 2024

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

We had to execute a large-scale launch of Pepsi’s new global brand platform and refreshed visual identity in the Uzbek market. Our task was to turn the global communication message into an insight that felt clear and close to the Uzbek market.

Business pain:

The global claim “Thirsty for more” lost its emotional power when translated literally into Uzbek.
The updated identity had to be introduced seamlessly and the new positioning had to be established in the market.
We needed to overcome the perception barrier and speak to local youth through their native cultural code.

03 / SOLUTION

The approach we proposed

The global slogan “Thirsty for more” lost its power in direct translation. So we moved away from a literal adaptation and translated the essence through a concise local insight: “NIMAGA YO‘Q?” — “Why not?”. This manifesto became the foundation of the entire communication: from visual materials to a series of video interviews with generation heroes who know how to enjoy every moment.

04 / METRICS & RESULTS