But ‘enjoyment’ is messy, emotional, and heavily shaped by culture. What sparks it in Mexico isn’t the same as in Thailand. The brand needed to decode what enjoyment really means to people today,  across markets, to build a global strategy rooted in one unifying truth.

Approach

We ran a global mixed-methods study across 12 markets and over 10,000 respondents, combining innovative quant with immersive global qual. We unpacked enjoyment through both heart and head: mapping the emotional drivers, cultural codes and behavioural expressions of joy worldwide. The result was a powerful strategic framework that revealed how enjoyment works, what fuels it, and how Pepsi can uniquely own it.

Result

The work gave Pepsi a clear, inspiring direction for the future: one brand truth connecting every market and team. It pinpointed the cultural spaces where Pepsi truly belongs, and showed how to spark enjoyment in ways no other brand can. Shared globally through dynamic storytelling and 3-minute film distillations, the insights became a rallying cry for creativity, even shaping their newest global campaign starring David Beckham.