PepsiCo

Challenge

PepsiCo partnered with us to connect several of its brands to each brand's unique audience. Mountain Dew, Quaker, Gatorade and Tropicana each spoke to a different consumer, and the work had to feel right for each one rather than averaging them out.

Approach

We developed a content strategy per brand. Mountain Dew leaned into its edgy and bold spirit for an independent, fun-seeking, digital-native audience. Quaker focused on health-related topics that helped wellness-engaged consumers make better nutrition choices. Gatorade was built around dynamic visual content for sport enthusiasts. Tropicana was rebooted with a fresh direction for younger audiences, using lifestyle imagery and thematic wellness content.

Execution

• 01Brand-specific social strategies for Mountain Dew, Quaker, Gatorade and Tropicana
• 02Thematic content pillars tuned to each audience
• 03Tactical campaigns to entertain and drive engagement
• 04Striking imagery and informative animated videos for Quaker
• 05Lifestyle-led content reboot for Tropicana
• 06Mountain Dew Long-Neck launch: social-led campaign with outdoor media, sampling activations, late-night guerilla activations and tie-ups with MapleStory, Warner Bros, Microsoft and Halo
• 07DEWmocracy Singapore: Facebook voting app plus three months of supporting content, bus and interchange ATL, paid social and on-ground activation to decide between LiveWire and Pitch Black
• 08Pepsi Assemble To Score (FIFA World Cup 2014): microsite and digital sticker-collection contest, bus wraps and in-store activation at supermarkets
• 09Pepsi Seize The Moment: microsite and contest development
• 010Pepsi Kick In The Mix: QR-code-led integrated experience with mobile site design and technical development, anchored at ION Orchard

Outcome

A multi-brand social presence where each PepsiCo brand spoke to its audience in its own voice, instead of sharing a single corporate tone, backed by a decade of campaign work across Pepsi and Mountain Dew.