Objective

Pepsi Colombia decided to relaunch the iconic Pepsi Challenge, now testing the Zero Sugar category and using AI technology to assess consumer preferences through an analysis at three levels: auditory, visual, and cognitive. 

Our objective was to give visibility to this innovation, a pioneer in the world. 

Challenge 

To find angles to the story that would allow us to gain media coverage, transcending the commercial barriers that often arise when spreading advertising or promotional communication for a brand. 

Strategy

We framed the communication by highlighting the celebration of the 50th anniversary of the Pepsi Challenge,  emphasizing Colombian creativity as a pioneer in the innovative use of AI globally for experiences of this kind, “hacking” AI to achieve a verdict.

We organized an exclusive event for press and influencers to experience the new challenge firsthand.

We developed different press releases addressing the news from various angles, in order to impact different sections: technology, business, marketing, and lifestyle.

Results

We achieved the attendance of 48 journalists at the Pepsi DesafI.A. event.

We generated 16 interviews with company spokespersons. We obtained 63 reports (87% in T1 media), reaching 1.97 billion users, with an Earned Media of over 110K USD.