P&G PEAKATHON 2026: Flagship P&G Case Competition

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P&G PEAKathon 2026: The Ultimate Student Business Challenge

Challenge Assumptions. Reach Your PEAK.

Location: Singapore
Eligibility: Currently enrolled university students (Undergraduate & Master’s) | Teams of 3 - 4

Are you ready to take your ideas to the global stage?

Welcome to PEAKathon 2026! P&G’s flagship student competition across Africa, the Middle East, and Asia. This isn't your average textbook case study. We are handing you the keys to one of our most iconic, multi-million-dollar global brands and challenging you to disrupt the market.

Out-think the competition, claim national glory, and earn a chance to fast-track an internship application with us!

How the Competition Works

After applications close, eligible teams will be reviewed and shortlisted. Shortlisted teams will then progress through the following stages:

• ROUND 1: Creative Challenge — Develop a short video or visual carousel that clearly presents your team’s consumer insight, strategy, and big idea together with a written rationale. Your strategic thinking matters more than the number of views or likes your submission receives.
• ROUND 2: Business Case Challenge — Teams that advance will solve and present a business case. The strongest team will be named the Singapore National Champion.
• REGIONAL FINALE — The Singapore National Champion will compete live in Singapore against winning teams from across Asia, the Middle East, and Africa for the title of Regional PEAKathon Champion.

BUSINESS CONTEXT & THE CHALLENGE

Vicks has more than 60 years of heritage and is a trusted household name for cough and cold. Vicks Cough Drops/Vicks VapoDrops wants to become the instinctive choice for younger consumers whenever they experience throat irritation.

For markets where Vicks cough drops/VapoDrops exist Throat/Cough lozenges operate in the impulse purchase category making driving top of mind awareness critical for consumers. A consumer would use lozenges when they have throat irritation and for casual consumption (freshness/cooling). Vicks wants to strengthen top-of-mind awareness among younger consumers and become the brand people instinctively think of whenever they experience throat irritation.

While medicated lozenges like Strepsils have strong equity in Pharmacy for more serious sore throat relief, Vicks is a brand that consumers consume for minor throat irritation throat + casual consumption (“soothes the throat, clears the nose”). In markets where VapoDrops exist (example India), these are used for throat irritation + blocked nose relief as that is a POD for Vicks in this category vs Strepsils, coming from the mother brand of Vicks VapoRub, which has been present in most markets for nearly a century.

THE CHALLENGE: How would you make Vicks the first brand that young consumers think of when they experience throat irritation?

Ready to Enter? Here’s What to Do

New to PEAKathon? Follow these four steps to form your team, apply, qualify, and submit your first-round idea.

Step 1: Build Your Team

• Form a team of 3 to 4 students from your university who are currently in Year 1 to Year 2. Bring together different majors, strengths, and perspectives—the best ideas often come from teams that think differently.

Step 2: Apply Online—Every Team Member Must Apply

• Each team member must select Apply on this requisition and register individually. One application does not cover the whole team.
• Complete all required application fields carefully so your individual registration can be matched to your team.

Step 3: Complete the P&G Online Assessment

• After applying, every team member will receive an invitation to complete the P&G Online Assessment. Complete it by the stated deadline.
• ⚠️ Important: At least half of your team must pass the assessment for your Round 1 submission to be evaluated. For example, at least 2 members of a 3- or 4-person team must pass.

Step 4: Bring Your Big Idea to Life

If your team qualifies, the Talent Acquisition team will contact you with the Round 1 deadline, submission portal, and full instructions. Your entry will include:

• One Creative Submission: Create an original short video or visual carousel that brings your consumer insight, strategy, and big idea to life. We want to see how you think—not a polished advertisement.
• One 600-Word Strategic Rationale: Explain the thinking behind your idea by answering these four questions:
  • What did you notice? Identify the consumer behaviour, tension, or contradiction that sparked your idea.
  • Why should Vicks care? Explain why your observation matters to the brand and its business.
  • What approach did you choose—and what did you leave out? Show the choices and trade-offs that shaped your strategy.
  • How will you know your idea worked? Name the results you would measure and what evidence might make you rethink your approach.
• Publish and Submit: Post your creative submission publicly, then share the required link or links through the official entry portal.

This is your chance to think beyond the classroom.
Dig into what young consumers really think and do, uncover an insight others may miss, and turn it into a bold, focused strategy. Then make that thinking memorable through a dynamic short video or visual carousel.

BRING A POINT OF VIEW. CHALLENGE ASSUMPTIONS. SHOW YOUR THINKING.

Do you have what it takes to represent Singapore?

Assemble your team, hit APPLY NOW, and let’s see what you’re made of!

Job Qualifications

• Based in Singapore
• Currently enrolled university students (Undergraduate & Master’s)
• Teams of 3 - 4

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