Pepsi Make A Change
Shortly after the senseless murder of George Floyd, the Pepsi brand wanted to make a statement to kick-off the brand’s ongoing commitment not only for the Black community but its’ stance against inequity and systemic racism. The company thought the upcoming BET Awards would be the ideal platform, a perfect medium to announce the company’s overall actions and plans to be part of real impactful change.
Understanding the complexities presented by Covid-19 as well as the challenges of timing needed to concept, approve, produce and traffic a spot within 7 days, the company tapped TEN35 to not only mine the insights and develop messaging but also to plan and execute a creative production approach that would work in the midst of a pandemic which impacted the ability to take a traditional approach to producing a spot of this importance. We needed to create an impactful spot while meeting aggressive deadlines.
The outcome was a breakthrough piece of content that successfully debuted the company’s global promise and commitment to invest $400 million in the Black community starting now and for the next several years. TEN35 is a key partner in that overall effort.
