Even though the Pepsi brand in Mauritius is far from being the leading cola brand, Pepsi wanted to appeal to the young generation. As youngsters don't like to be like anyone else, we built our campaign based on this insight: be different from others, be yourself. We created a new local brand statement : 'Mwa mo kontan’, a creole phrase which proudly claims: ‘'I don't care what you think, I just love it!''. In a country where traditional culture is still very strong, we made a TV commercial depicting young Mauritians claiming their freedom to express their views, preferences and life philosophy in a bold way. Young people simply fell in love with the Pepsi brand.