CLIENT
PepsiCo
Louis Arbetter, Senior Marketing Director, Pepsi
Seth Kaufman, Chief Marketing Officer, PepsiCo North America Beverages
Adam Harter, Vice President, Cultural Connections
AGENCY
Claudia Cahill, OMD, President, Chief Content Officer, The Content Collective
Scott Downs, OMD, Chief Operating Officer, US and Managing Director, US PepsiCo
BBDO New York
Greg Hahn, Chief Creative Officer
Wasserman
Casey Wasserman, Chairman and Chief Executive Officer
PMK-BNC
Scott Floyd, EVP, Chief Operation Officer
FOX
Dana Walden, Fox Television Group Chairman and CEO
Gary Newman, Fox Television Group Chairman and CEO
SUMMARY
To reignite fan excitement around Pepsi's legacy in music we developed an authentic, fiction-meets-reality partnership with Empire that went so deep into the plot storyline that the lines between brand and entertainment were completely blurred. We challenged traditional approaches to media, content, integration and music to create an inimitable Brand story filled with surprise reveals for Empire fans, making them question whether what they were experiencing was a part of the Show, or happening in real life. Ultimately, the partnership generated sales lifts, consumer excitement, and Brand impact for Pepsi.
