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For most people, Christmas feels painted in red. Pepsi faced the challenge of standing out in a season that’s culturally and emotionally owned by its main competitor.

Our mission was to reclaim a share of the holiday spirit in a way that felt authentic to Pepsi’s bold energy and meaningful to the audience. We needed to be seen, felt, and remembered — not through tradition, but through genuine moments of connection.

So we chose the Sibiu Christmas Fair, one of Romania’s most beloved holiday destinations, to create an experience that would spark joy, nostalgia, and togetherness.

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