Driftwell and the 40 Jinx

To launch Driftwell, PepsiCo’s first relaxation beverage, we tapped into the nostalgia of millennials and Gen Xers—creating a whimsical, Dr. Seussian-inspired universe that personifies the everyday annoyances that ruin a good night’s sleep. With animation and character development supported by RADIO - the campaign introduced the “40 Jinx”—a mischievous cast of animated creatures representing the habits that keep people scrolling, streaming, and stressing instead of unwinding. These digital-first ads disrupted screen time at the end of the day, acknowledging the modern struggle of unplugging while positioning Driftwell as the calming antidote. By blending edu-tainment, humor, and a much-needed bedtime reset, we transformed relaxation into a story worth falling asleep to.