We started based on an insight: there are things you don’t dare to do, unless a friend challenges you by saying -I´ll do it if you do it-.

Pepsi encouraged people aligned with the message -If you do it, Pepsi will do it too-; and challenged consumers, through its social media channels, to break the routine promising that if they met the challenge, the brand would also, including both employees and its product.

Over six months the brand made seven challenges some of which are shown here:

Change the look: Fans met the challenge by changing the way their look, uploaded photos on the fan page, in the craziest form possible. Pepsi did likewise by changing the look of both the delivery truck and their drivers.

Take a photo with a star: they challenged fans to take a photo with a star and Pepsi upheld its end of the bargain by sending a Pepsi can into outer space.

Do something retro: people answered by uploading photos of themselves dressed retro and Pepsi did their part by re-launching a vintage can design from the 90’s.

Show why we are in the future: Fans responded and Pepsi launched a limited edition Pepsi perfect (during the relaunch of the film back to the future).

During the 6 months of the Pepsi challenge activation we obtained the following results:

400k interactions.

+14 million content views.

145 million impressions.

But most importantly we successfully got thousands of people to break the routine and remarkably even after the campaign ended the fans kept asking for new challenges.