PepsiCo at FMI Midwinter

THE PEPSI CHALLENGE – THINK BIG!

"We’re the title sponsor of the opening night event, at the largest and most influential conference for the Grocery Industry. We need to show up in a big way."

Finding ways to continually help a company as influential as PepsiCo outdo themselves from one industry event to the next is an ongoing challenge.

For this occasion, we needed a theme that resonated with the audience and connected to PepsiCo’s business. To entertain, engage, delight and surprise our guests. To harness the power of the many brands in the portfolio, while also harmonizing the co-sponsor brands. Our goal was 100% attendance, so we needed a BIG draw.

Leaning in on PepsiCo’s partnership with the NBA, we created a “Rooftop Block Party” vibe, led by the Dew, Ruffles and Starry brands and featuring All-Star talent – LeBron James, Jayson Tatum, Zion Williamson, to name a few. We also tied into Pepsi’s Stronger Together community outreach campaign, revitalizing an urban basketball court with the help of a local youth group. The evening was filled with plenty of hoops action and co-sponsor activations, as well as our BIGGEST draw… Shaq!

We achieved our goal of 100% attendance, as well as setting the stage in a big way for the selling opportunities that would ensue in the following days.