There’s been a lot of press about the soda category losing fizz—especially with Millennials. PITCH helped Pepsi shake things up with 1893 by taking a fresh take on the familiar. We positioned 1893 as the soda you sip, communicating its elevated ingredients and boldly blended flavor. We created a humorous and culturally relevant soda sommelier who shed light on what “sophisticated sipping” looks like, successfully capturing space in our target’s elusive ice box.
PEPSI WILD CHERRY
For years, Pepsi has been the brand that never settles with a spirit that doesn’t succumb to any daily dose of boring. We helped bring that sense of Carpe Diem to Pepsi’s Wild Cherry, introducing it to the millennial audience with a wink and an inside joke. We created quite the cherry explosion in online views and conversation.