The Challenge
Bringing “Unapologetic Enjoyment” to Life.
Pepsi’s refreshed brand positioning, Unapologetic Enjoyment, called for a bold creative shift across all touch-points. Our team at Tracy-Locke, alongside agency partners, was challenged to deliver an activation that didn't just align with the new tone but embodied it fully. I joined a cross-functional team spanning Brand, Foodservice, and Shopper Marketing, tasked with translating this new attitude into something culturally relevant and visually unforgettable.
The Insight
A Brand Served with an Apology.
Our work in foodservice uncovered a tension hiding in plain sight. Despite its bold new voice, Pepsi was still being served with hesitation. “Is Pepsi OK?”—the phrase heard in restaurants across the country—had become a viral punchline. That disconnect between the brand’s intended confidence and the way it showed up in real life became our creative unlock.
The Idea
Pepsi is More Than OK.
We flipped the narrative. What started as a foodservice insight quickly evolved into the backbone of a larger brand moment. I helped shape the visual direction that reintroduced Pepsi as confident, playful, and unmistakably self-assured.
The campaign extended far beyond our team’s initial brief, gaining internal traction that led to an integrated national rollout. We partnered with Goodby, VaynerMedia, and Acceleration to launch a multi-channel platform centered around a Super Bowl spot and disruptive OOH that hit Coke’s hometown of Atlanta with unapologetic swagger.
The Results
Turning a Meme into Momentum.
Outpaced category competitors in market share
Generated over 1B impressions
Shortlisted at Cannes Lions
Silver effie award