Throughout the history of Pepsi, the brand has always been connected with the energy of young people and those who think young.

Today, we see that energy changing. It is focused not around superficiality, but around consciousness, depth and having a positive impact on the world. As a society we are facing the greatest challenges of our lifetime, but like many in our culture we believe together we can make a difference. 

The world is ready to “be moved” both emotionally and in a new direction. And Pepsi’s not afraid to help inspire it. 

If you have any comments or suggestions please email Rob Schwartz.

The new American President Barack Obama succeeded  in the election with the simple idea of CHANGE. Doing things differently and sticking to his basic idea. Smart brands didn’t follow the convention to simply welcome the new administration, they listened to the audience on this big day and entertained the world by commenting on the positive feelings of a whole nation in their brand-specific perspective.

See what Pepsi has done on the day change came to Washington D.C..

If you have any comments or suggestions please email Rob Schwartz.

Comedy Central is running a commercial for South Park’s upcoming season that parodies Pepsi’s “Refresh Everything” ad campaign – except instead of the Pepsi logo, they’re using the characters’ heads and inane phrases. Isn’t imitation the greatest form of flattery?

On New Years Eve Pepsi aired a spot welcoming 2009 with love, joy, optimism and lots of positive energy. As it’s a brand that enjoys entertaining its audience, the creative team has produced a 2:42 minutes behind the scenes. Enjoy.

The original spot:

And how they made LOVE:

If you have any comments or suggestions please email Rob Schwartz (rob.schwartz@tbwachiat.com).

Key in the Media Arts thinking is the understanding, that media strategy is an essential part of the creative process. During the 2009 Grammy Awards Pepsi ran an ad tied to one specific moment during broadcast. As adage.com reported, the Pepsi ad with Will.i.am appeared immediately after the singer will be on screen. “Typically, you do spot and you just try to find a bunch of different places [for it to run]. That’s the tommy-gun approach.” said Rob Schwartz, executive creative director of TBWA\Chiat\Day Los Angeles in AdAge. “This is more precise, and more and more, we are looking to do deeper messages and have them in places where there’s more relevance.”

Source: www.adage.com