RELAUNCHING BRAND PEPSI: 2009
GROUP CREATIVE DIRECTOR
In late 2008, TBWA/CHIAT/DAY was tasked with totally reinventing the Pepsi brand which was undergoing a redesign of all packaging.
“Wordplay” TV was the first thing out of the gate. It both established a refreshing new voice from Pepsi, while also helping establish Pepsi’s new logo.
Wordplay eventually was so well-liked, Pepsi made bottles. They sold out instantly and could only be found on Ebay after the first two weeks.
Southpark thought the campaign was worth parodying.
PEPSI. SUPERBOWL 2009
CREATIVE DIRECTOR/COPYWRITER
This spot expressed Pepsi’s brand belief to the world and helped chart the course for where the brand would go in the following year. It also landed at #8 on USA Today’s Admeter.
“PASS”/CREATIVE DIRECTOR
The “Pass” television spot helped to establish Pepsi’s new packaging.
Pepsi Throwback has been a huge hit for Pepsi. Here’s a little :30 we cooked up for this unique brand.
PEPSI’S RETURN TO THE SUPERBOWL 2012
Pepsi returned to it’s music roots this year in a big way. First, with a partnership with The X Factor. And then, with a :60 Superbowl Ad featuring Sir Elton John and the winner of The X Factor, Melanie Amaro.
We also made a extended music video out of the film (see below), which people could unlock by tagging the song when the spot aired on the Superbowl. Check it out:
Brett Craig 