The project was launched for PepsiCo as part of strategic initiative to build portfolio of beverages perfect for every occasion that a consumer might need to pair a drink with food. Top – 3 East and Central European markets were chosen to pilot the project to understand how cultural preferences around food might influence a choice for beverage.

There were several stages of the projects which allowed to fulfill all the elements of the brief: immersions with the consumers into various in-home and out-of-home meal occasions, exploration of current trends related to food and evolution of eating, and finally, segmentation of ‘meal’ occasion into micro innovation territories which allowed perfect targeting of the PepsiCo portfolio brands.