Pepsi Black

“Sugar.” It’s become a bit of a bad word here in the States, but in a lot of the developing world, it’s seen as a luxury item. So when Pepsi comes to you to sell their very specifically *sugar-free* cola to up-and-coming, *sugar-loving* nations, you need a different approach. Instead, we embraced progressiveness while rethinking the “new generation.”

The campaign ran globally and was adapted for nations as varied as Mexico, Russia, India, Ecuador, and China. And ultimately helped Pepsi overtake Coke as the 2018 Effie Index’s most effective brand.