Clients:
Opportunity:
As Pepsi continued its commitment to supporting students at Historically Black Colleges and Universities (HBCUs) and honoring their enduring legacy, our team embarked on a journey across three states—Georgia, New York, and South Carolina—for The #ChampionTheDream initiative. During this exciting endeavor, Pepsi provided a platform for gifted students to showcase their entrepreneurial prowess in a spirited business pitch competition. $25,000 was awarded to the top business pitches, this initiative not only empowered the next generation of leaders but also underscores Pepsi's dedication to fostering innovation and diversity within the business community.
Activation:
Elements include converting blank canvas venues into Pepsi branded event spaces:
20x16 Stages with LED DMX Stage Lighting, Sound & Branding
Social Media enabled photo booths with branded props and branded digital photo frame affixed to all pictures
Software to moderate the posts to ensure that everything displayed is appropriate.
Multiple video monitors throughout the venue with social media and photobooth feeds real time shared with #ChampionTheDream
Popular DJs at each event
Catering for each events w/product integration at every food and drink station
Event attended by celebrity and influencers in each area.
Average attendees: 250 per event
Dark and Lovely
This division of L'Oréal specializes in promoting the Dark and Lovely brand, catering specifically to the African American demographic. In the mid 70s, they released thier relaxer product line and quickly became #1 in this industry. In 2005, nearly 95% of black women reported using relaxers at some point.
The decline in the popularity of relaxers among Black people began in the early 2000s. This shift can be attributed to many factors, primarily a growing movement towards natural hair textures, awareness of the potential health risks with chemical relaxers, and a desire for greater versatility in styling options. Many Black individuals chose to transition to natural hairstyles, this led to a significant decrease in the use of relaxers over the past couple of decades. Today, less than 20% of Black women use relaxers or "perms".
THE ACTIVATION STRATEGY:
L'Oréal launched a new "Damage Slayer" brand to specifically support natural hair. Our strategy for the launch was to target the Atlanta, Georgia market. African Americans make up approximately 48% of the population, the city boasts a significant Black middle upper-middle class. Add the multiple hair shows, HBCUs, thriving entertainment, sports and movie industries make Atlanta the perfect market for the launch of the new Dark and Lovely products.
In the treu culture of Atlanta, we threw a day party at the hottest club/event space in Atlanta called Revel hosted by local influences and Cynthia Bailey from Real Housewives of Atlanta
Over 500 attendees, 10k impressions and coverage from local media outlets and online influencers
THE CHALLENGE:
THE ACTIVATION
