Reigniting Pepsi love
Brand platform development, integrated campaigns, cultural partnerships, product storytelling
The Opportunity
Pepsi’s equity was growing — but not growing fast enough. The category was facing real headwinds. Its biggest competitor was accelerating investment across marketing, design, and content. And the marketing landscape had radically changed. The opportunity was not to reinvent the brand, but to unlock faster growth by modernizing how Pepsi showed up in culture
The Strategy
Create a unifying, culture-led brand platform to move Pepsi away from a traditional, campaign-driven model and toward a more fluid, idea-led approach — one that allowed the brand to participate meaningfully in culture rather than simply advertise around it.
The Work
Pepsi Football
A global football campaign brought together six of the world’s top footballers, leading street artists, and an iconic photographer to create large-scale works of art with Pepsi at the center. The work lived across content, packaging, in-store, outdoor, and fashion — including Pepsi’s first-ever fashion collection in partnership with Colette, Liberty of London, and Bloomingdales.
The 60+ collection launched in 50+ countries and 750 stores and generated $510K in revenue, 4 American Design Awards, and global press accolades. The largest campaign in Pepsi history, the multi-platform engagement model led WSJ to name Pepsi as a brand that won the World Cup and increased brand growth by over 7%.
