PepsiCo is into making old things new again.
For example, HERO agency of New York recently petitioned the soft drink company’s marketing man Brad Jakeman to hire smaller shops with the #ChallengeMeBrad hashtag, though we hear that people don’t use those anymore. (Jakeman, FTR, hasn’t actually confirmed anything about hiring small shops.) Pepsi also recently brought back BBDO for a campaign starring Marshawn Lynch as an “unlikely spokesman.”
Now, the soda giant has resurrected a relic of that not-really-simpler era we call the ’90s by announcing the return of Crystal Pepsi (for a limited time). The client turned to The Barbarian Group, which hired JWT vet Jill Applebaum to run Pepsi creative back in May, to announce its latest stunt with a digital video.
Everyone always loves some Tag Team, and the dial-up joke was pretty cool. With the VHS filter effect, it’s like they all went back…way back…back into time…
So this effort has resulted in some nice coverage and raising of brand awareness. Remind us, though: was the taste of Crystal Pepsi distinguishable from regular Pepsi at all, or was the marketing trick all about how it was clear?
Also, will this effort be anything like the recent return of another ’90s classic, Sunny D?
UPDATE: Here are the credits you desire by request!
CLIENT: Pepsi
AGENCY: The Barbarian Group
CHIEF CREATIVE OFFICER: Edu Pou
CREATIVE DIRECTOR: Jill Applebaum
SENIOR COPYWRITER: Tucker Loosbrock
ART DIRECTOR: Claire Manganiello
COPYWRITER: Emily Sheehan
SENIOR PRODUCER: Nalina Baratz
FREELANCE PRODUCER: Sherri Hollander
EXECUTIVE PRODUCER: Joe Guyt
PRODUCTION COMPANY: Hungry Man
DIRECTOR: Conor Byrne
DIRECTOR OF PHOTOGRAPHY: Adam Newport-Berra
EXECUTIVE PRODUCER: Kevin Byrne
PRODUCER: Tyler Byrne
EDITING COMPANY: Cosmo Street
EDITOR: Craig Deardorff
POST PRODUCER: Viet-An Nguyen
MUSIC HOUSE: Little Ears Music
AUDIO HOUSE: Heard City
MIX: Keith Reynaud
COLOR: The Mill
COLORIST: Mikey Rossiter
V/FX: Switch FX
V/FX PRODUCER: Diana Dayrit, Cara Flynn