The Pepsi Refresh Project
TBWA\Chiat\Day
SUMMARY
Pepsi has traditionally gone the route of broadcasting AT culture in the hopes of becoming “the choice of the next generation”. But to get back on the map in today’s world, they had to take the brand INTO culture. They had to become the voice of the next generation. To do this, they took the truth of the product -- Pepsi refreshes you and makes you feel positive – and tasked the creative with bringing that to life in the real world: Pepsi refreshes culture positively.
So in 2010, Pepsi made a...