CLIENT
PepsiCo
Greg Lyons, CMO, PepsiCo North America
Todd Kaplan, VP Marketing
Michael Smith, Sr. Director Marketing Communication, Pepsi TM
Emily Price, Marketing Manager, Pepsi TM
AGENCY
Goodby Silverstein & Partners *Lead Agency
Meredith Williams, Group Account Director
Margaret Johnson, Chief Creative Officer
Tod Puckett, Director of Film & Music Curation
Adam Reeves, Creative Director
Christina Wells, Executive Broadcast Producer
Ben Pfutzenreuter, Copywriter
Libby Dunn, Account Manager
Brett Beaty, Art Director
Alex Trobbe, Assistant Account Manager
Ralph Paone, Group Brand Strategy
Kiki Veralrud, Account Director
Brandon Mugar, Creative Director
Kurt Mills, Associate Creative Director
Quinn Gravier, Photographer
Noah Dasho, Senior Art & Print Producer
Matt McNulty, Art Director
AJ Warren, Copywriter
Ida Persson, Senior Brand Strategist
Acceleration
OMD
VaynerMedia
TracyLocke
SUMMARY
For decades, cola has been a category in decline. While Coca-Cola maintained its investment in cola, PepsiCo shifted its investments to other brands. Pepsi had lost its swagger. Sales were slumping. And all across America, servers had begun serving Pepsi with an apology: “Is Pepsi OK?” By confronting this weakness—that Pepsi is not most people’s first choice—head on, the “More than OK” campaign broke marketing taboos, flipped social sentiment about the brand and helped deliver Pepsi’s best quarter of dollar sales growth in seven years.
