We launched PepsiONE in a new, culturally relevant way. Our goal was to create a cultural aesthetic that would be ‘discovered’ on the ‘street.’ “ONE” is a word that stands for much more than 1-calorie. In today’s street culture, “ONE” represents individuality and collectivity. With this rich meaning, the product that brought together 1-calorie and full-flavour could legitimately promote ‘oneness’ in a much bigger way. So we created a “ONEIFY” world; where anyone or anything could come together. We collaborated with street artist Geoff McFetridge whose snowboard designs, sneaker graphics, and poster art was admired and collected.

The best way to reach our audience was not through ads, but through a cultural aesthetic that would be ‘discovered’ on the streets. We created the idea of ‘oneness’ using the media, the heroes, and the messages that our audience really cared about. Our launch began with oneify.com, wildpostings, and other outdoor. As the buzz grew, we created short films, gallery events, and collectable trading cards. We gave out buttons, stickers, and graffiti stencils, so our audience could spread the word on their own, making their own ‘media buys.