PepsiCo: Stubborn Soda
millennials are looking for brands and products that reflect their values, and with established soda brands losing share to smaller players with a strong mission and point of view on product story, Pepsi realized they needed to have a voice in the conversation—one that talked the talk and walked the walk, boldly.
in a matter of months, we unlocked a core motivational brand idea – “make the things you love better.” while a seemingly simple notion, it informed a set of guiding principles and in turn a powerful identity complete with a strong visual and verbal language. Stubborn Soda personifies the craft experience.
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