The 2009 Jay Chiat Awards for Strategic Excellence Winners

Campaign for an Existing Brand—Gold:
TBWA\Chiat\Day, Los Angeles
"Refreshing an Icon"

Can a bottle of soda stand for something more than a carbonated drink?

This case describes how a strategic platform galvanized the positioning, behavior and operations of a hundred year-old household brand—Pepsi.

This isn't a case where Planning wrote the brief, then fed it into the magic box and waited with bated breath for a "big idea."

Throughout the communications development process, Planning blurred the lines between strategy and execution. In fact, it was directly responsible for the campaign's singular, rallying iconography and resulting tagline.

To address crucial business and brand issues, Pepsi needed communications to prevent it from becoming a commodity.

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