PepsiCo vp of marketing for colas and Adweek contributor Todd Kaplan still sees America’s second most popular soda as a challenger brand—and this summer, his team and their agency partners want to make the biggest possible splash by pushing that narrative on the country’s fastest-growing social platform, Instagram.
To do so, they teamed up with the Facebook-owned app’s in-house development team as well as top influencers DJ Khaled and Chrissy Teigen for a campaign called #Summergram.
“Since I came on to this business back in the fall, we’ve really wanted to connect the Pepsi brand much more to culture and tap into these key consumer truths, and really reignite our challenger spirit where the Pepsi brand has been at its best,” Kaplan told Adweek.
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