Bikini selfies; fish pics; food truck finds; Americans love to share what they do during the summer. So to celebrate, Pepsi and Instagram formed a first-of-its-kind partnership, turning every bottle and can into an instant, shareable AR experience. Three months, millions of posts and countless headlines later, #PepsiSummergram solidified the 2019 summer season as the brand’s best…like, ever.
Case Study
Launch
We launched #PepsiSummergram in a big way, sending massive floats to New York and Chicago to let fans kick off their sharing season with a bang. Then, we blitzed OOH around those cities with some inspirational bottle messages.
Packaging
We created over 250 unique bottles and AR effects, localizing them to the places they were most likely to be found. Here’s a small sample of my pun game on display, and an even smaller representation of the over 4000 options our lawyers killed—apparently “Hot Grill Summer” was “too much.”
