One idea; seven cultures

“kubi kalloo’s work helped us redefine our materials including the brand wheel, the brand book and the communication brief. They helped us understand important details about each of our local markets, enabling us to develop a stronger global positioning – a great job.”

Senior Insights Director, Global Snacks Group – PEPSICO



A global brand. One global brand essence. But how could this be translated into culturally relevant meaning in seven very different growth markets globally?

Key Challenge

The need to inspire and engage local and global teams whilst taking leaps and using disruptive approaches… all within 7 weeks.


A thorough, yet expedient, qual and quant approach including an online community of Urban Spies™ and dynamic consumer workshops utilising Visual Territory Expressions, executed across 7 markets to dive into the local culture and understand the granular meaning of the global brand idea.


An illuminating analysis of the different layers and cultural meaning behind the global positioning, and subsequent recrafting of brand-wheel and guidelines to maximise global brand consistency whilst empowering localised flex.