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.
Dark and Lovely was one of the first of the major brands to specifically traget this demographic in the hair care space. Most famously known for thier relaxer product, they quickly became the #1 latest trends in African American hair lead to a drastic drop in the demand for thier leading product.
THE ACTIVATION STRATEGY:
Our strategy was to target Atlanta, Georgia. African Americans make up approximately 48% of the population, of which the city boasts a significant Black middle and upper-middle class. Combine the HBCUs, thriving entertainment, sports and movie industries makes Atlanta the perfect market for the launch of the new Dark and Lovely products.
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:
