The Internet Taste Test
To launch Pepsi NEXT, a new mid-calorie soda offering "60% less sugar, real cola taste, drink it to believe it" on digital, Barbarian Group created the world's first "Internet Taste Test." Facebook users submitted their profile info through an API, and we partnered with Funny or Die to have improvisers impersonate them - based on the limited information of their Facebook profiles - tasting a Pepsi NEXT. The campaign got pickup in places like Mashable and AdWeek.
The Extra Hour
Our next goal was to drive trial and awareness. To position the brand as a first mover in the startup space, we partnered Pepsi NEXT with TaskRabbit for the "Extra Hour" campaign: Pepsi NEXT is so unbelievable, you're gonna need time to try it. So we'll have TaskRabbits come to your home and do a chore of your choosing while you sit back and enjoy the unbelievable taste of Pepsi NEXT. The campaign got pickup in and won a Webby for Native Advertising.
The Wheel of Levy
Pepsi NEXT signed William Levy, a telenovela heartthrob, to be their spokesperson. So we suited him up in multiple outfits and created a responsive website where you could "spin the wheel of Levy." The Levy of your destiny would send you a Pepsi NEXT. The site was named FWA Site of the Day.
The Coke Poke
Weeks before Super Bowl XLVII, Coca-Cola leaked their ad strategy, so Pepsi tapped Funny or Die to create a parody of the TV spot for Pepsi NEXT the morning before the game. During the game, I was tasked with sharing and amplifying our parody in real time from Pepsi NEXT channels, jumping on Coke's trending hashtag in real time to promote our video. Ultimately, we drove more social mentions and video views for Pepsi NEXT than for Coke. Coverage included PSFK, Mashable and AdWeek.
