Nostalgia has always played a part in consumer purchasing intent, but that has been amplified over the past few years as consumers were looking to nostalgia as comfort to an uncertain world. Pepsi leaned into this cultural truth to offer a new product rooted in decades old flavor profiles.

The connection Pepsi has to soda shops is one of the strongest facets of the brand's identity. Inspired by classic flavors from the past, Pepsi-Cola Soda Shop was created. We were tasked to launch these new flavors, using another classic - Grease.

The objective was to build awareness and likability around Pepsi Soda Shop Cream Soda and Black Cherry, balancing old school vibes with new age flavor innovation, to drive product trial and purchase and establish it as a modern take on a classic, emphasizing the taste and cool aesthetic.

Nostalgia is a powerful tool and when the world was looking for more of it, we went back to the golden age of Cola. Inspired by those classic flavors we created Pepsi Cola Soda Shop. To put our retro cola in the forefront of our modern audience's mind, we decided to put a modern, forward twist to another pop culture classic: Grease. On its 50th anniversary, we made a music video to our own version of "You're The One That I Want." But it wasn't quite the love story that everyone remembered. We replaced the naive and romantic lead with the bold and boundary breaking artist, Doja Cat. We rewrote the lyrics to reflect the boldness and give all the power to our lead. We brought in a multicultural cast to represent the now and even changed up the dance moves and the beats of the song.

Soda shops are part of Pepsi's DNA. Its connection to soda shops is one of the strongest facets of the brand's identity. By identifying iconic, pop-culture moments from the past where Pepsi Cola Soda Shop products could play a meaningful and authentic role, we landed on Grease. A musical and film steeped deep in pop culture history. On its 50th anniversary, we teamed up with Doja Cat to recreate "You're The One That I Want" but with a modem take. Rather than re-creating the original property, we remixed and reimagined our version. We brought timely relevance into the storyline. We added a fresh & forward twist on everything from the setting to the lyrics to the sounds and the casting and even to the clothing. And, of course, we did it all in a uniquely & unapologetically Pepsi way.

The music video was set to air during pop music's biggest night, the MTV Music Awards. Also hosted by none other than Doja Cat. Executing interviews the week of the VMAs - with Doja Cat set to host, perform, and nominated for a number of awards - was a strategic decision meant to amplify visibility and debut the music video during the VMAs.

Interviews were secured with Doja Cat across high-value press (i.e. Rolling Stone, People, Variety, etc) while also proactive embargoed product seeding, ensuring tasting coverage accompanied creative coverage immediately at launch across all press verticals.

Following the premiere of the music video, we canvased our Pepsi channels with engaging social media tactics, from challenging TikTok followers to duet with us their own take on choreography to entering for the chance to win props from the set of the music video ft. Doja Cat.

National hits - featuring product details and creative - landed across top-tier outlets including Daily Mail, People, Thrillist, TODAY.com, The Hollywood Reporter, Adweek, Ad Age, Marketing Dive, Uproxx and more.

Positive coverage of the flavor and creative dominated, as seen by message pull through and sentiment. Press highlighted the culture-forward marketing approach, including the brand's rich heritage in music and evolving flavor portfolio.

Results included:

-150+ Placements

-88% Feature innovation/tasting details

-39% Includes Executive or talent quotes

-78% Included creative assets

-99% Positive sentiment

-4.48B Potential Impressions