An Iconic Refresh

Times Square. The Statue of Liberty. Central Park. New York City is packed with landmarks and famous photo ops. But with so much to see, it’s notoriously hard for brands to stand out. To celebrate Pepsi’s historic partnership with JetBlue, we decided that — together — we had to do something big. Something that’s “never been done in 83 years” big. Something that’s so bold, it would cause even the most “move it or lose it” New Yorkers to stop in their tracks. So, for one month only, we refreshed that famous view across the East River and shared our beloved Long Island City landmark with JetBlue. Some people loved it. A few people (initially) hated it. But everyone — including most of the US media — noticed it.