The Unveiling of
‘Unapologetic Enjoyment’
The Challenge
Tracy-Locke and our partner agencies were briefed on the Pepsi brand’s exciting new positioning “Unapologetic Enjoyment.” As the brand was looking to activate in a bolder way than ever before, we pulled together a cross-functional Tracy-Locke team of Pepsi Brand, Foodservice, and Shopper experts to tackle this challenge.
The Insight
Is Pepsi Ok? The Internet
doesn’t think so…
doesn’t think so…
Our foodservice experience led us to powerful, and inconvenient truth: our “unapologetic” brand was being served with an apology. Someone asks for a Coke at a restaurant and the server contritely responds with, “Is Pepsi OK?” This had become a popular meme across the internet and we saw an opportunity to reframe the narrative.
OUR IDEA
Pepsi is More than OK
We brought the Pepsi Foodservice team our insight—seemed like the right place to start—but it quickly caught fire across the company. Almost overnight, it became the platform for the 2020 Super Bowl campaign. We collaborated with our partners at Goodby, Vayner Media and Acceleration to launch a bold, integrated campaign featuring everything from a star-studded Super Bowl spot to headline-grabbing OOH in Atlanta, Coke’s hometown.
The Results
Is Winning
the Cola Wars Ok?
the Cola Wars Ok?
Grew share vs
competition
Achieved > 1B
total impressions
Cannes
Shortlist
