Pepsi Global Launch - Live For Now
Live For Now was the first global campaign in Pepsi's 80 year history.
Created the brand book, style guides and managed the global launch of it across all media worldwide. Pepsi had always been a company about the spirit of youth, pop culture, and optimism. Working with TBWA's global network, we led the creative, and guided the research and testing until we came up with the universally resonating "Live For Now" idea. Partnering with Jeremy & Claire Weiss, we created a photo library to be used across all communications that showed real people (not actors and models) embracing the carpe diem spirit. In an era of fancy water bottles and coffee cups, we also sought to make it cool to hold the can again.