Case Study: PepsiCo achieves brand differentiation and sales growth with Kantar Marketplace

How PepsiCo built brand differentiation with the launch of the Rockstar beverage brand in Argentina, after measuring creative performance with Kantar Marketplace

PepsiCo's local Argentine team faced the challenge of launching the Rockstar energy drink with a bold new strategy that diverged from the global brand's direction. Entering a consolidated market, they needed to validate that their campaign, which promoted daytime use and a new bottle format, would successfully build differentiation and drive sales. They worked with Kantar, using its BrandCampaign solution on Kantar Marketplace, to test their creative approach on a strict budget and timeline.

Using Kantar's service, the team quickly gained the insights needed to confirm their creative decisions were effective, which also helped secure buy-in from the global brand team. The study confirmed the campaign successfully boosted purchase intent and achieved significant brand differentiation. As a result, Rockstar surpassed its primary competitor in just four months and exceeded its buyer goals by 87.5%, with success largely attributed to the validated campaign.

PepsiCo

Natalia Landa

Brand Marketing Senior Manager