PepsiCo

Stacy Taffett, Vice President of Marketing
Aziel Rivers, Senior Director
Alissa Miller, Marketing Manager
Creators League Studio Studio, PepsiCo In-House Studio

TracyLocke *Lead Agency

Phil Camarota, Executive Creative Director
Michael Bartlett, Managing Partner
Bridget Lieto, Group Account Director
Dan Cishek, Group Creative Directior
Matthew Nevins, Creative Director
Danielle Anastasi, Associate Creative Director

In the face of increasing competition and decreasing category relevance, Pepsi sales were declining. To turn things around, we focused on Pepsi’s most loyal (and valuable) shoppers and appealed to their nostalgic nature with our exciting, retro “Pepsi Generations” program. This omni-channel campaign brought legendary Pepsi icons Michael Jackson, Britney Spears and Ray Charles from the stage to the shelf, and everywhere in between. Thanks to strategic partnerships with key retailers, sales of Pepsi soared during this summer program, significantly curbing declines from 2017 and driving positive share swing.