Overview
Pepsi Ukraine is a leading beverage brand, known for its iconic LIVE FOR NOW platform and music-driven campaigns that connect with youth culture.
Challenge
Since 2013, Concepto team experts has been leading Pepsi’s brand and communication strategy in Ukraine, launching and growing the iconic LIVE FOR NOW platform.
Based on co-creation sessions with opinion leaders and trendsetters, a music platform was developed for the brand under the “Live for Now” campaign, fronted by the band The Hardkiss — who remain the face of the brand in Ukraine to this day.
Approach
Adapting global strategy to Ukraine, driving cultural relevance and 360° brand engagement.
- Built and evolved Pepsi’s brand strategy, adapting global positioning for Ukraine and ensuring consistent brand architecture.
- Launched and scaled LIVE FOR NOW with 360° campaigns that became part of Ukrainian pop culture.
- Worked with creative agencies to ensure cohesive storytelling across all channels.
- Partnered with research and trend analysts to stay ahead of consumer needs and cultural shifts.
- Collaborated with influencers and trendsetters to build authentic audience engagement.
Result
PepsiCo Ukraine remains a leading food and beverage company in the region, with a strong brand portfolio including Pepsi, Lay’s, and Sandora
Developed 5 multiple large-scale brand activations — from UEFA Champions League sponsorship campaigns to seasonal summer and winter events
+27% growth in brand awareness over 3 years
+15% increase in brand loyalty - became a Gen Z cultural anchor in the Ukrainian market
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