How can Pepsi get back together after its commercial fail featuring Kendall Jenner?
Creatives Sai He and Will Hammack (both working at San Francisco DDB adv agency) have come up with a plan: #PepsiCAN. It is a play on words that combines the well known and loved Obama slogan “Yes, we can” with the actual Pepsi can, but with the intent to materially make a difference.
Their idea is aimed at diversifying the brand from those ones who claim to take strong positions, especially in social fields, but only end up in sharing generic messages. These, in fact, mainly focus on following a certain tendency rather than actually doing something concrete for the supported cause.
#PepsiCAN campaign would help the company to fight on the battlefield where it was “defeated” by the web and socials, through the change of its image: its logo. Inspired by the previous #SaiItWithPepsi campaign, where the brand had already edited its logo with emojis, the two creators chose four designs that represent nowadays burning topics (LGBTQ rights, the Black Lives Matter movement, women’s rights and the NoDAPL effort to stop the building of the Dakota Access Pipeline). For each logo, a colour represents its specific cause, while maintaining loyalty to the original logo.
Watch #PepsiCAN video here
Would Pepsi really be interested in understanding and accepting such project? Will it truly embrace such causes and listen to people who are fighting for them?
The project is certainly ambitious and also very interesting, as it would give the opportunity to a company known worldwide to approach the community and various groups of people, working with the new generations to create something good and, above all, concrete. If this became a shared movement by everyone, driven by collective action, it would surely push the brand towards the right direction.
By team Around The World