In recent years, negative stereotypes have painted a dark picture of the Motor City. As a long-standing member of the Detroit community, Pepsi saw an opportunity to help the city refresh its perception, and connect with the Black community in deeper, more meaningful way.
While once celebrated, the creative culture of Detroit hasn’t been getting the recognition it deserved in recent years. Truth is, the city was actually thriving with talented artists, musicians, chefs and fashionistas who could tell their story better than anyone.
We created ‘Full of Detroit Soul’, a campaign to celebrate the people and strengthen Pepsi’s connection to the city. We launched with an OOH campaign giving local artists a chance to show what ‘Detroit Soul’ means to them and worked with a local director to tell their stories. Culminating during Detroit Black Restaurant Week, we highlighted Black-owned eateries and gave a meaningful surprise to one local restaurant. In the end, we poured on the soul and connected with Detroit in a refreshing way.
Increase vs PY