PepsiCo: Stubborn Soda

case study

building a craft beverage for millennials

unapologetically entering the world of craft beverages and reframing the fountain experience

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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