Pepsi globally had to position Pepsi Black (its zero sugar Pepsi) at the forefront. But, for certain markets (Saudi Arabia, Mexico, China, and India) sugar is a positive cultural indicator.

Pepsi Black Mechanic
Pepsi Black Kiss

Sugar was not the enemy, so we spoke to a higher order benefit. With consumer research, we found that each market also cared about innovation and newness, a value we could attach Pepsi Black to.

We launched a global campaign borrowing from Pepsi’s equity of “the choice of a new generation”. We highlighted the freedom and identities of the 2010s and 2020s that was true in each market.

Pepsi Black Cop

EFFIE

Won EFFIE for effectiveness

100%

Every market it was made for adopted campaign

Press & Talent

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