Game to take on the #PepsiChallenge?

12 Mar,2015

By A Correspondent


Pepsi has unleashed its biggest socially-led, content driven initiative ever with a variety of global and local challenges designed to galvanize consumers around the world to defy convention, make every moment epic, and truly “Live for Now.” Issued on Pepsi social and digital channels and via renowned ambassadors from around the world, #PepsiChallenge will incite consumers to take on different challenges for amazing life experiences and rewards.


Imbued with the cultural standing that has become its trademark, the 2015 content- driven, socially-led Pepsi Challenge will bring world-class films, music events, unique sports experiences and a global movement that will light up entire communities.


“Pepsi Challenge is an iconic piece of our brand equity and in many ways established our can-do attitude and spirit,” said Kristin Patrick, Senior Vice President and Chief Marketing Officer, PepsiCo Global Beverage Brands. “When we talked to consumers around the globe about what challenge meant to them today, they resoundingly said that it entailed challenging convention and daring to do something differently. We used that sentiment as our inspiration to expand beyond just taste and re-imagine the Pepsi Challenge for new generations, creating this cross-pollination of experiences, events, community and social advocacy, designed to ignite a mindset that challenges the status quo, our fans and ourselves.”


The global challenges will be augmented by regionally relevant challenges designed to capture the authentic essence of each market. Examples from around the world include, among others, an interesting challenge in India that urges youth to stop being spectators and uncork their creativity; regional food-focused challenges in Thailand; and a Latin America summer music challenge tied to La Gira Refrescante.


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