Pepsi Launches Purpose-Driven Campaign To Spotlight Detroit Artists
As part of Detroit’s continued support, Pepsi has launched a purpose-built community platform and creative campaign titled “Full of Detroit Soul,” which is a culmination of the brand’s over 80 years of support for the Detroit community and a journey to being virtual Celebrate the next class of artists influencing the city’s culture.
The campaign will showcase the work of local artists and include a virtual performance by Detroit-raised R&B artist KEM, a digital center and limited edition packaging at retailers across Detroit next year.
Taking inspiration from Detroit’s popular mural and art scene, Pepsi created three local artists to create city-wide murals, including Desiree Kelly, known for her mix of street art and traditional oil techniques, Ndubisi Okoye, whose work aims to attract people in to inspire the entire African diaspora and Sydney James, who through a variety of community arts projects has become a leading creative change in the field.
The digital hub will contain the campaign artwork and a two-minute video spot in which the local artists share what Detroit means to them personally. The spot was produced by a creative video production company based in Detroit, Woodward Original. additionally Microsite Spotlight’s Pepsis Detroit-based community partners such as the Urban League of Detroit, Latin Americans for Social and Economic Development, the Detroit Mosaic Youth Theater, SER Metro-Detroit, and the NAACP Detroit office.
Pepsi is also hosting a virtual meet-and-greet and a local-only performance from KEM, an R&B singer and producer who grew up in Detroit. The brand will launch limited-edition packaging inspired by the campaign to retailers in Detroit early next year.
In the past four years, Pepsi has donated more than $ 1 million to Detroit through local charities, as the manufacturing facility and distribution center there employ more than 400 people.
The targeted campaign is part of Pepsi’s larger plan to incorporate purpose into its brands and engage Gen Z, a group that continues to shape the food and beverage industry and increasingly expects brands to respond to the social issues it supports. To this end, PepsiCo has intensified its activities Sustainability efforts and strengthening his First party database by an internal team that makes it possible to network media and consumer data.
Third quarter Pepsi E-commerce sales almost doubled, and total sales rose 5.3 percent to $ 18.09 billion.