Don't miss the latest stories
Creatives Try To Save Pepsi From Latest Fiasco With Upbeat ‘#PepsiCAN’ Movement
By Hannah Sofea, 19 Apr 2017
The miserable downfall of Pepsi’s previous poorly-executed advert starring model Kendall Jenner sure took a toll on the beverage company. ThirtyRev even produced a modified version aptly titled ‘Fixed Pepsi Ad’.
In another attempt to piece shattered glass, creatives Sai He and Will Hammack went out of their way to create a spec campaign labeled ‘#PepsiCan’, comprising redesigned versions of the brand’s iconic blue-red logo to support different dire causes.
As a head start, the pair has created four cans celebrating LGBTQ rights, the ‘#BlackLivesMatter’ movement, women entitlement and the ‘NoDAPL’ effort to stop the construction of Dakota Access Pipelines. Proceeds earned from the sales of cans will go to its respective communities in support of the mentioned causes.
When asked how the pair came up with the idea, He explained, “We drew inspiration from Pepsi’s ‘#SayItWithPepsi’ emoji campaign, where they replaced the logo with silly emojis. It also demonstrates precedence; Pepsi has changed the logo on their cans before, so they should be open to doing it again.”
Regarding the specified four movements, He told Adweek that they symbolize today’s “most pressing, hot-button social issues” where the general public would be quick to react. Even so, the pair encourages Pepsi to include other existing movements should it wish to proceed with the ‘#PepsiCan’ campaign.
What do you think of this idea? Watch the video below, or have a read through Adweek’s detailed interview with the creatives to find out more.
More related news
Also check out these recent news