In honor of their 125th Anniversary, Pepsi launched a new visual identity and campaign centered around celebrating the unapologetic enjoyment of Pepsi. They identified Snapchat as an essential launch partner to reach their core Gen Z and Millennial audience.

To make the biggest impact, I decided to take a three-pronged approach — launch, reinvigorate, sustain. For the launch, we created an AR Lens that invited Snapchatters to explore the 125 year legacy of Pepsi through historic brand logos before ultimately landing on the new design. This Lens used machine learning models to transform the user and their environment into a style that would match the era of the various logos. We also ran video ads across Snapchat supporting the AR Lens, which reinforced the new visual identity.

In the next phase, Pepsi was proud to partner with Snapchat to launch the first-ever Bitmoji Drop. A Bitmoji Drop is a single garment release of highly-coveted products that are only available in Bitmoji for 24 hours – mirroring real world fashion drops. We created a Pepsi Hoodie, featuring the new logo on a stark black background — a nod to the heightened role Pepsi Zero Sugar plays in the modern Pepsi portfolio. In support of the Drop, we created a 3D Bitmoji Lens that placed every Snapchatter’s Bitmoji into the Pepsi Hoodie with a custom dancing animation. Pepsi’s Bitmoji Drop garnered +30M impressions during the 24 hour drop period alone, with over 250K people claiming the Pepsi Hoodie and adding it to their Bitmoji Closet.

The final phase of this campaign was a partnership between Snap and Creo, OMG’s influencer marketing agency. We identified a handful of Snap Stars and shipped them custom-made Pepsi Hoodies IRL so they could twin with their Bitmoji. They then created content driving to the Drop item and encouraging their audience to save the Pepsi Hoodie to their Bitmoji Closet, use the Lens and learn more about Pepsi’s rebrand.