Pepsi resumes Pepsi Challenge promotion
By Adnews Staff
PepsiCo has resumed its international "Pepsi Challenge" promotion. The company describes the 2015 edition of the promotion as its biggest ever socially-led, content-driven initiative. Using the tagline, "Live for Now," the initiative will incorporate a series of challenges intended to encourage consumers in participating countries, including Canada, to "make every moment epic." It will run for the rest of the year.
The challenges will fall into the categories of technology, music sports and design. They will be posted online at <http://www.pepsichallenge.com> and on the brand's social media channels. The technology challenge will involve the production of a film shot from space using orbiting video cameras. The music challenge will incorporate the Rock In Rio music festival in Brazil. The sports challenge will feature a series of sporting events described by the company as unconventional. During the design challenge, consumers will be invites to submit designs for a Pepsi can.
The promotion will involve the participation of a number of celebrity spokespersons, including musician Usher, tennis player Serena Williams, soccer player James Rodríguez, runner Usain Bolt, fashion designer Nicola Formichetti and social media personality Jerome Jarre.
In another element of the campaign, Pepsi will donate one dollar to charitable organization Liter of Light each time a consumer uses the campaign hashtag on Instagram, Facebook, Twitter or YouTube. The organization works to provide solar lighting systems to communities in 18 countries, including Brazil, India, Kenya, Colombia, Indonesia, Mexico, Egypt, Pakistan and the Philippines.
The international campaign will also make use of television commercials, digital content, consumer engagement programs, point-of-sale materials, special packaging and out-of-home ads.
"Pepsi Challenge is an iconic piece of our brand equity and in many ways established our can-do attitude and spirit," said Kristin Patrick, chief marketing officer at PepsiCo Global Beverage Brands. "When we talked to consumers around the globe about what challenge meant to them today, they resoundingly said that it entailed challenging convention and daring to do something differently. We used that sentiment as our inspiration to expand beyond just taste and re-imagine the Pepsi Challenge for new generations, creating this cross-pollination of experiences, events, community and social advocacy, designed to ignite a mindset that challenges the status quo, our fans and ourselves."