Pepsi 60 Years Anniversary

WHAT:

End-to-end development and execution of a local campaign.

Sixty years ago, Pepsi became the first foreign soda brand in Russia, embedding itself into everyday life and national culture. To mark this milestone, Pepsi celebrated its 60th anniversary with a 360° integrated marketing campaign that honored the brand’s historic legacy while connecting it to today’s modern passions and lifestyles.

The campaign went beyond Pepsi’s core target audience, activating all key passion points such as music, fashion, and street-art via storytelling, digital-first activations, and mass media to spark cultural conversation and strengthen brand relevance.

Locally relevant pack design was created to honor the legacy of the brand. 6 decades - 6 different designs.

RESULTS:

• Market share growth during the activation vs. last year.

• 40M unique digital users reached – covering 60% of all internet users in Russia (at that time).

• $1.8M in earned PR value generated, reinforcing the cultural brand relevance.