Pepsi + BLACKPINK
In 2010, Pepsi chose to divert their $20 million budget towards Pepsi Refresh, a campaign that allowed anyone to vote for social good projects Pepsi would support.
However, while 37% of Americans were aware of the campaign, Pepsi sales remained stagnant. How do we solve that?
With Pepsi+, consumers can support relevant causes and have fun doing it, lifting sales while staying aligned with Pepsi’s roots.
We chose to partner with BLACKPINK, a previous Pepsi partner; and MusiCares, highly relevant to Pepsi’s target audience and values.
