"This is just the beginning of what people will see in the Pepsi-verse."
Special Australia in collaboration with the Glue Society has transformed Pepsi logos on cans, billboards, vending machines, in films and on socials into a portal to an alternative universe called the Pepsi-verse.
The logo will become a bespoke media channel, in film, social and outdoor, consumers will also be able to get various unusual glimpses into the universe - each one showing how things work there very differently and in an entertainingly better way.
Vandita Pandey, CMO of PepsiCo, says: “Pepsi Max is a brand that wants to be known for championing progressive and alternative thinking and this campaign is the perfect platform to do it.
Julian Schreiber CCO/partner, at Special, said: “It’s rare you get to say you’re excited to be creating an alternate reality, particularly one that transforms something as iconic as every Pepsi can and logo into a way of visiting it.
"Even the way the content for the universe has been created is very alternative in style from what you’ve ever seen before from the brand itself.”
Tom Martin, CCO/partner at Special, says: "This is just the beginning of what people will see in the Pepsi-verse."
“People will see only some parts in their socials and on TV, but there’s bespoke content and digital experiences that you can only get by using the portal yourself.”
Special became PepsiCo's lead Agency of record last July following a fully competitive pitch. The brands they now work on include Pepsi Max, as well as a wider portfolio of brands.
Credits:
Client: Pepsi Max
CMO Snacks & Beverages: Vandita Pandey
Head of Marketing Beverages: Tracy Hardwick
Marketing Lead: Jamie Bruce
Marketing Manager: Tiana Handel
Brand Manager: Candy Wong
Brand Manager: Anita Cheng
Consumer Insights Planner: Judith Meyers
Agency: Special Australia
CCO/ Partner: Julian Schreiber & Tom Martin
CEO/Partner: Lindsey Evans & Cade Heyde
CSO/Partner: Dave Hartmann
CD/Creatives: Toby Moore, Luke Thompson & Noah Regan
Designer: Bella Plush
Team Lead: Michelle Braslin
Business Director: Maddie Armstrong
Senior Producer: Bill Doig
Creative technologist: Laurent Marcus
Sevda Cemo _ Head of Film and Content Production
Paul Johnson _ Executive Producer
Nick Lilley _ Head of Stills & Digital Production
Sonia Ebrington _ Senior Integrated Producer
Steph Wilkinson _ Social Integrated Producer
Fraser Kelton_ Social Films Editor
James Simmons - Digital Director
Greg Thai - Digital Producer
