Pepsi - Client was seeking a relevant thematic campaign to pull together the Brand's key activations for the first quarter of 2011 - Rebel Salute, Youth View Awards, Carnival.
Tun It Up! A call to action that resonates with Millennials, the Brand's core audience. The message had to be fungible across all activities and lend itself well to all types of activations - advertising, POS, experiential.
The creative wrap for Rebel Salute, Youth View Awards and Carnival was highly successful with a 3-5 point gain in brand equity scores (Pepsi Brand Tracker) among Millennials in Q1 2011.