Pepsi | This is the Pepsi

After the Kendall Jenner controversy, Pepsi needed more than just a campaign—they needed a comeback. Helping to set the brief and creative direction for the team, we had a clear mission: remind America why they love Pepsi by taking them on a cross-genre, cross-history pop culture tour. We needed to celebrate Pepsi’s deep roots in music, sports, and entertainment—and make it feel bigger than just a retro can.

The idea came to life when Kim Linn wrote the unforgettable line: “This is the can your father drank. And his father drank—with someone who is not your grandmother.” From there, the team built “This Is the Pepsi”, a campaign that showcased generations of Pepsi moments—past, present, and future. The full campaign came together with a taste-forward tease of the line in the form of a Pepsi Challenge Pepsi Zero Sugar nostalgic ad - and further augmented by a Jimmy Fallon led introduction to the Super Bowl Halftime Show - the campaign became the highest-performing Pepsi ad tested at the time and its success led to an immediate rollout, with global teams adapting the campaign for their own markets.