The Pepsi Challenge is back for the social media generation

Each global challenge will be led by a global Pepsi ambassador, and the programme will also include a year-long multimedia campaign featuring several global television commercials

BestMediaInfo Bureau | Mumbai | March 12, 2015

" target="_blank"> Click on the image to watch the TVC.

Pepsi is bringing back the Pepsi Challenge, launching what it's calling its biggest "socially-led, content-driven initiative ever". This edition moves on from the blind taste tests that pitted Pepsi against Coke, a hallmark of the classic, wildly successful advertising campaign that made its debut 40 years ago.

The company is enlisting celebrity "ambassadors" like eight-time Grammy winning entertainer Usher, sprint king Usain Bolt, tennis star Serena Williams, Real Madrid's James Rodríguez and mobile storyteller and international social media phenomenon with the most followed Snapchat account in the world, Jerome Jarre, for a year-long promotion designed to spread widely on social media. Each month, Pepsi will announce new challenges on social and digital channels via the ambassadors, urging consumers to take on the global and local challenges that combine pop culture with social good.

"Pepsi Challenge is an iconic piece of our brand equity and in many ways established our can-do attitude and spirit," said Kristin Patrick, Senior VP and Chief Marketing Officer of PepsiCo Global Beverage Brands, in a statement. "When we talked to consumers around the globe about what challenge meant to them today, they resoundingly said that it entailed challenging convention and daring to do something differently. We used that sentiment as our inspiration to expand beyond just taste and re-imagine the Pepsi Challenge for new generations, creating this cross-pollination of experiences, events, community and social advocacy, designed to ignite a mindset that challenges the status quo, our fans and ourselves."

A statement from the company informed that global challenges will be unveiled across areas of pop culture that consumers are passionate about – technology, music, sports and design – and are accessible by visiting www.PepsiChallenge.com and Pepsi social channels around the world.

Featuring out-of-this-world footage captured by UrtheCast's HD video camera and its medium-resolution camera on board the International Space Station (ISS), Pepsi will challenge live production conventions with the first-ever, epic film adventure shot from space. Rock In Rio Brazil, a music festival, has been scheduled to showcase an unparalleled collection of performers in one place. Pepsi informed that a collection of unconventional global sporting events and experiences anchored by some of the world's most beloved sports heroes.

From a design perspective, an extraordinary opportunity has been created for fans to re-envision the facade of a Pepsi can with their own creative designs and flair. Later this month, one challenge will involve fashion designer Nicola Formichetti, where he will present a challenge designed to bring light solutions to poor communities in various parts of the world.

Every time someone uses the #PepsiChallenge hashtag, Pepsi said it will donate $1 to Liter of Light, which has provided sustainable lighting to more than 18 countries, including India, Pakistan and the Philippines.

The global challenges will be accompanied by more regional and local challenges relevant to specific markets. The Pepsi Challenge effort will also include global TV spots, digital content, consumer engagement programmes, point of sale, special packaging and out-of-home and a robust digital and social programme.

The TVC:

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