Pepsico

In the aftermath of George Floyd’s murder, many brands wanted to join the conversation and contribute to the long-overdue changes happening in the socio-cultural landscape. Pepsico was among them, and they intended to make an actual difference rather than check a box as many other brands did at the time. Still, the specter of their past missteps in the Black community hung over their heads (remember that Kendall Jenner ad fiasco?). So we went to work.

We were adamant about NOT ignoring the brand’s past mistakes. If their actions were to be taken seriously and come across as authentic, we had to address them head-on. First, we released a TV spot during the BET Awards announcing the company’s mission to support the Black community.

Then, we created a multi-channel platform initiative to support Black-owned restaurants, which were negatively impacted by the pandemic. We called this initiative Dig In, and it has since become a robust, socially and culturally impactful program that has provided exposure, support, and resources to many Black restaurant owners and their customers.