2010 SILVER

BEVERAGES, NON-ALCOHOL

REFRESHING AN ICON

PEPSI, PEPSICO

Massimo d'Amore, Chief Executive Officer
Ralph Santana, Vice President-Colas

TBWA\CHIAT\DAY

Lee Clow, Global Director of Media Arts
Carisa Bianchi, President
Rob Schwartz, Chief Creative Officer
Erica Hoholick, Managing Director
Scott MacMaster, Group Planning Director
Brett Craig, Group Creative Director
David Dreyer, Account Director
Martin Ramos, Senior Planner

With Pepsi significantly losing its fizz the past few years, our task was to infuse it with renewed cultural meaning. By unearthing an unknown truth about Pepsi and an often overlooked; mindset that unified the brand's diverse audiences, we formulated a deceivingly simple yet powerful strategic idea --- REFRESH. Instead of quenching thirst, we used 'Refresh' to establish that Pepsi was an icon of positive energy. The resulting campaign has not only restored the clarity and power of Pepsi's brand voice, it has also jumpstarted Pepsi's cultural and retail momentum.