PepsiCo Power of One Holiday Campaign

Every year, PepsiCo launches a “Power of One” spot to promote Lay’s, Pepsi, Doritos, Dew, and Bubly as the ultimate holiday snack lineup. But they were trapped in a cycle of relying on costly celebrity talent like Anna Kendrick and Jimmy Fallon while reinventing the story from scratch each year. PepsiCo needed something as iconic and enduring as Coca-Cola’s Polar Bears—characters they could build equity in over time. With my Creative Partner Kim Linn, we helped lead the development of a new holiday universe - introducing Chip and his pals—Slush, Sleet, Ava Lanche, and Flurry—a cast of characters designed to bring festive, snackable joy to PepsiCo’s holiday campaigns for years to come.