Pepsi - Meanwhile in the Pepsi-verse

Turning the Pepsi logo into a new media channel.

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Pepsi has always been the alternative choice but was producing glossy mainstream advertising in traditional media channels that showcased their brown fizzy liquid. In other words, beyond branding there was little to differentiate a Pepsi ad from its main competitor.

The solution:

To celebrate our status, we created a parallel universe filled with better alternatives, a seemingly infinite world that included films, influencer content, Augmented Reality experiences and more. All were carefully crafted to take the form of lo-fi assets designed to appeal to our digital-savvy target. To access this ever-changing content all people had to do was find and scan a Pepsi logo using an A.I. powered scanner trained to recognise Pepsi logos in any form, sizes and locations.

In doing so, we turned a usually passive branding device into the gateway to a media channel that people actively sought out. An appropriately alternative media for the ultimate alternative choice - Pepsi.

Roles: concept, creative tech, UX