Refresh
North America — Throughout the history of Pepsi, the brand has always been connected with the energy of young people and those who think young.
Today, we see that energy changing. It is focused not around superficiality, but around consciousness, depth and having a positive impact on the world.
As a society we are facing the greatest challenges of our lifetime, but like many in our culture we believe together we can make a difference.
Pepsi has, and always will, embody and fuel the optimism of youth. And, TBWA\Chiat\Day LA set out to continue spreading positive energy throughout culture.
Pepsi, together with TBWA\Chiat\Day, believes every generation Refreshes the world, infusing it with new energy, new optimism, and new ways of doing things. Regardless of age, those who think young move the world forward with their ideas, their talent and their unfailing faith that they can do whatever they set their minds to.
Moving from just being the taste of the new generation, Pepsi and TBWA\Chiat\Day LA want to be the megaphone for the voice of the new generation. A generation of people with a purpose who want to reboot, renew, reclaim, remix and ultimately, Refresh their world.
It’s time to hit the Refresh button. It starts with this can. It’s part of Pepsi’s commitment to using more recyclable aluminum and less plastic.
The overarching idea is “Refresh everything.” More than an ad campaign, “Refresh everything” is a movement.
It begins inside the Pepsi organization. It “Refreshes” its operating principles. It Refreshes how Pepsi does business. (More aluminum, less plastic, earth-friendly packaging, more active philanthropy.)
It Refreshes how Pepsi communicates with their audience.
TBWA\Chiat\Day LA and Pepsi created two distinct phases to the movement.
The first phase launched Pepsi’s new identity, as it re-introduced itself to the world on New Year’s Day with messages of hope and optimism.
The second phase was the main launch of the “Refresh” idea, including:
- an anthem film featuring Bob Dylan and will.i.am
- a wide array of initiatives from digital, to OOH to content, and many other Refreshing behavioral initiatives.
Lastly, what also is born from the “Refresh” idea is an entire effort dedicated to the re-launch of Pepsi Max. This work broke during the Super Bowl.
All communication will carry “Refresh everything.”
The “Refresh” goal is about encouraging small individual acts that contagiously spread and form a new collective tapestry. It’s not one big Change the World moment, rather, lots of little ones.
Refreshing the world has always been part of Pepsi’s DNA and they will continue to be the brand that operates within, and brings POSITIVE ENERGY to, culture. And, together with TBWA\Chiat\Day LA, Pepsi will celebrate those who embody this positive energy – the ones who get it done, who dare to dream and see their dreams become a reality.
Ultimately the “Refresh” movement will feature creative ingenuity and innovation right alongside random acts of betterment.
The world is ready to “be moved” both emotionally and in a new direction.
And Pepsi’s not afraid to help inspire it.
The Pepsi team at TBWA\Chiat\Day in LA takes us behind the scenes of the "Refresh Everything" campaign:
Q. How can you describe the overall message you are trying to convey? What are the key messages that employees, bottlers, retailers, consumers, and press should walk away with?
Pepsi is hitting the “refresh” button. Refreshing our operating principles. Refreshing how we do business. Refreshing how we give back and participate in making the world a better place. And, of course, refreshing how we communicate with our audience.
Q. What are the three key messages that describe “Refresh Everything”? (Think of these as sound bites that the client will deliver to consumers, bottlers, retailers, employees, and press.)
Every Generation Refreshes the World.
New can, new brand identity, new agency … the world, both physically and emotionally, is ready for a “Refresh ” on a large scale and so is Pepsi, a company who’d always participated in big moments of change.
Pepsi has, and always will, embody and fuel the optimism of youth. And, we will continue to spark and spread positive energy throughout culture.
Q. What are the goals of the campaign effort?
To tap into the cultural zeitgeist of the day, which we believe is a desire to see more optimism and good done in the world, and to do our part to encourage it. We want to do more than a fantastic ad campaign, we want to spark a movement.
Q. What is the underlying theme that is used throughout the campaign?
Every Generation Refreshes the World, which reflects our belief that each generation has the opportunity – and the obligation – to infuse the world with new ideas, new energy and new optimism.
Q. How will the new logo be brought to life in the campaign?
It’s integral to how the whole campaign starts. Phase 1 is a massive outdoor and TV effort, in which the new marquee will play an integral role in articulating a refreshing new sense of optimism and possibility from Pepsi. You’ll be seeing words like “Wow,” “Joy” and “Lovetc.,” with the new Pepsi marquee – a marquee that was designed to convey a smile – taking the place of the “O” in each of those words.
Q. What is the significance of the “Refresh” symbol?
Every movement has a symbol – they’re powerful and say far more than words ever could. In the 60s, there was the “Peace” symbol. Our symbol is the “refresh” button commonly found on Web browsers. This symbol is disruptive in that it is not a conventional “tagline” per se. This symbol also comes preloaded with meaning and is already a part of the cultural vernacular of youth.
Q. What is the significance of the “Refresh” tagline?
The “refresh” symbol is the tagline. So there is no “tagline” as such, but a spirit of “Refresh” represented by the “refresh” button symbol, which will appear conspicuously across all communications.
Q. Explain the “Refresh Everything” campaign and how the different media will bring this to life. (What is the Media Arts story? TV, Outdoor, Print, Digital, etc.) And how will the different tactical efforts bring this campaign to life?
– OOH and a film that celebrates the new marquee
– a New Year’s effort that gives us strong street presence on the ground in NY and allows us to participate in the day that is the ultimate embodiment of the idea of “Refresh.”
– We’ll be launching an inauguration effort where, again, we’ll have significant presence in and around the inauguration, taking part in a day that reflects a refresh for the country and even the world.
– A Pepsi-branded Super Bowl spot that articulates and celebrates our brand’s new POV.
Q. What was missing from Pepsi’s previous marketing efforts?
A clear, cohesive point of view for brand Pepsi. They were a company that produced a series of one-off marketing efforts against the halo brand and sub-brands, instead of a company that generated a movement based around one, central idea. The “Refresh Everything” theme lets the world know that Pepsi stands for something. It provides a prism through which all of Pepsi’s actions – externally and internally – are filtered against. And finally, it’s a litmus test for every communication and every new product idea.
Q. How do you plan to differentiate Pepsi from Coke in this campaign?
They’re red and we’re blue. They’re about tradition and heritage. We’re about youth, new ideas and optimism.
Q. How will you differentiate Pepsi and Diet Pepsi?
Positioning for Diet Pepsi vs. the parent brand is still in development, but it will certainly come out of the “Refresh Everything” idea.
What’s the Media Arts story for the campaign?
There could not be a better idea than “Refresh Everything” for a Media Arts story. The idea that everything, the air between the idea and the consumer, is a media opportunity, must be embraced. Even as we begin with our wordplay campaign, we use the sidewalks in front of the boards, we use banners and walls and beach balls and balloons and pins and everything in between. Ultimately, we’ll be refreshing the Pepsi can itself to convey our POV and harness the power of this generation to help us do refreshing things in the world. Every touchpoint of the campaign will be filtered through and embody the spirit of “Refresh Everything.”
For Max:
Q. What do you mean by “The First Diet Cola for Men”?
The Pepsi Max can is black. The name is “Max.” It’s masculine in look and in its content – more taste, more caffeine, yet it has 0 calories. It’s sort of an unwritten rule that diet cola was for women. The Pepsi Max campaign disrupts this, by proudly proclaiming, for the first time, that there’s a diet cola created especially for men.
Q. How will the advertising reflect “The First Diet Cola for Men” idea?
It will challenge the assumption that diet cola is mainly for women with humor that will be universally appreciated, yet demonstrate a unique insight into the male psyche.
Q. Why is “The First Diet Cola for Men” the correct positioning for Pepsi Max?
Again, the can is jet black. The name is “Max.” It was developed for a male consumer, who demands taste, but is conscious of the fact that they can’t eat and drink like a 16-year-old anymore.
Q. How will “Refresh” be brought to life in the Pepsi Max Campaign?
As “The First Diet Cola for Men,” Pepsi Max refreshes the whole idea of what a diet cola can be. Its packaging can be black. It can have a masculine name, “Max.” It can taste incredibly sweet while still having 0 calories. That’s a refresh right there.
Q. What was missing from Pepsi Max’s previous marketing efforts?
Truly ownable and disruptive positioning in the diet category. Pepsi Max was trying to own an increasingly cluttered space for beverages – energy. Now we can own a far bigger piece of ground – a 0 calorie cola option made especially for men.
Q. How will you differentiate Pepsi Max from Coke Zero?
Coke Zero may have a communications approach that has the same agenda in mind, but they are not expressing the positioning is such bold, disruptive terms. Coke Zero’s place on the shelf, its reason for existing – when there is already Diet Coke – has never really been defined.
Q. What should employees, bottlers, retailers, consumers and media walk away with from the “first diet cola for men” idea? What are the key messages?
Pepsi is refreshing what the whole diet cola category can be by unveiling the new look of Pepsi Max with a brand new positioning, “The First Diet Cola for Men.”
Maximum taste. 0 calories.
Q. Why is this a good message to deliver during the Super Bowl?
“The First Diet Cola for Men” is worthy of an announcement to the world and there’s no bigger audience than the one on Feb. 4. And the Super Bowl in many ways is really a national “Man” holiday, so there couldn’t be a better venue for this message.