Time to Drink Kefir PDF


This large-scale initiative of PepsiCo focused on Kefir – a traditional Russian drinking yogurt, which is healthy if consumed regularly. A campaign, involving 1000 influencers became a huge “in vivo” experiment. Wide media inteest created a word of mouth effect and laid the ground for a new national habit of 8 pm kefir drinking – comparable with the 5 o’clock tea tradition.

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