Global Brand Positioning + Anthem Spot

Pepsi Black / Live Without Compromise

“Sugar.” It’s become a bit of a bad word here in the States, but in a lot of the developing world, it’s seen as a luxury item. So when Pepsi comes to you to sell their very specifically sugar-free cola to up-and-coming, sugar-loving nations, you need a different strategic approach altogether. Instead, we embraced progressiveness while rethinking Pepsi’s own “Generation Next.”

The campaign ran globally and was modularly adapted for nations as varied as Mexico, Russia, India, Ecuador, and China. And ultimately helped Pepsi overtake Coke as the 2018 Effie Index’s most effective brand.