Connecting With
The Motor City
The Challenge
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.
The Insight
Detroit Speaks For Itself
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.
OUR IDEA
Full of Detroit Soul
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.
The Results
A Refreshed City
A Stronger Connection
A Stronger Connection
Drove Sales
Increase vs PY
Achieved >200M
Total Impressions
Effie
Gold
Reggie
Silver
