Fizz creates a buzz

Diet Pepsi recently created quite a buzz with its eye-catching branding within modern trade outlets across Delhi/NCR, Mumbai, Bangalore, Chennai and Hyderabad. Designed and executed by Brand Evoke Systems & Creative Solutions, the in-store branding aimed to compete with other leading brands in the category and give Diet Pepsi an edge over the rest.

The brief given by PepsiCo India was on designs required for Diet Pepsi which was to be implemented at multiple touch points as attractive branding that can be carried out at some of the selected modern trade stores.

The Planning

"Our design team came up with a complete design proposal, right from the entry of the store to the point of exit. This included the entry gate arch branding, branding on sensometic, floor stack, pillar, end cap, category bay breakers to cash till headers/flanges even before the stores were finalized,” says Kaushik Bhattacharjee, Founder & Managing Director, Brand Evoke Systems & Creative Solutions.
He added that once the stores were finalized and the branding elements shortlisted for each of the stores, the team was quick to recce the stores, adapt the designs to required dimensions and proceeded to production.

The Production

With tight schedule available with the team, they decided to carry out the printing and fabrication of elements regionally, leaving no chance of delay in logistic related issues. These were implemented at Delhi, Bangalore, Hyderabad and Chennai apart from Mumbai where Brand Evoke is head-quartered. According to Brand Evoke Systems & Creative Solutions, this factor remains as a strength for the agency, wherein they go regional to execute projects on tight timelines and are blessed with flawless execution each time. 

Retail Execution

The execution was carried out at select stores of ABRL More, HyperCity, Food Bazaar, Food World, Auchan, Spencer's and Heritage across cities of Delhi/NCR, Mumbai, Bangalore, Chennai and Hyderabad. Key stores including Spencer's - Gurgaon and Auchan - Gurgaon, were chosen to carry out extensive in-store branding. While end caps were hired for visibility for the other stores.
"At Auchan-Gurgaon, we had implemented bay breakers in the category, pillar branding one each for Diet Pepsi can and pet bottle, cash till flanges across 15 cash till counters,” shares Bhattacharjee.

At Spencer's Gurgaon, cash till headers (front and back) were implemented above the three main cash tills of check out area and the entire ramp was branded from the main entrance to the store entrance.

The hurdles

According to the agency, branding the ramp from the main entrance to the store entrance posed main challenge in the entire project. "We were to brand the ramp walls as well as the stair poles, while maintaining a uniform look end to end. It took us a whole night but with a dedicated team and great coordination, we executed the complete project flawlessly”, says Bhattacharjee.