Pepsi Re-Ups Protagonist, Keeps Getting Social

Experts weigh in on the brand's direction

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

In recent years, Pepsi has basked in the glory of industry-lauded moves like sponsoring Beyoncé’s Super Bowl halftime show and the social-media-and-goodwill-focused Pepsi Refresh Project. For all the splash, though, the efforts haven’t pushed the soda back into either the second- or first-place sales positions that have belonged to Diet Coke and Coke, respectively, for the last two years, per Beverage Digest data.

So outsiders might expect a change in formula when it comes to Pepsi’s marketing services.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in