bEvERAGES — NoN-ALCohoL
GoLD WINNER
bEvERAGES — NoN-ALCohoL
SILvER WINNER

Capri Sun
pepsi

KRAFT bEvERAGES Vinay Sharma Neil Leinwand

Dir.-Mktg., Ready-to-Drink Beverages Dir.-Mktg., Refreshment Beverages

pEpSICo Massimo d’Amore Ralph Santana

CEO VP-Colas

oGILvy & MAThER Christopher Reintz Debbie Kasher Arturo Gigante Kathleen Pascual Venus Rivera Lindsey Randolph Jennifer Ogden Marta Larock

Sr. Part.-Exec. Mktg. Dir.
Sr. Part.-Creative Dir.
Sr. Part.-Creative Dir.
Sr. Part.-Group Planning Dir.
Part.-Mktg. Mgr.
Part.-Sr. Planner
Sr. Part.-Exec. Mktg. Dir.
Sr. Part.-WW Group Planning Dir.

TbWA\ChIAT\DAy
Lee Clow
Carisa Bianchi
Rob Schwartz
Erica Hoholick
Scott MacMaster
Brett Craig
David Dreyer
Martin Ramos

Global Dir.-Media Arts
Pres.
CCO
Mngng. Dir.
Group Planning Dir.
Group Creative Dir.
Acct. Dir.
Sr. Planner

MEDIAvEST RAZoRFISh DIGITAS RESpECT ThE pouCh

REFREShING AN ICoN

With Pepsi significantly losing its fizz the past few years, the goal was to infuse it with renewed cultural meaning. By unearthing an unknown truth about Pepsi and an often overlooked mindset that unified the brand’s diverse audiences, a deceivingly simple yet powerful strategic idea was formulated — refresh. Instead of quenching thirst, refresh was used to establish that Pepsi was an icon of positive energy. The resulting campaign has not only restored the clarity and power of Pepsi’s brand voice, it has also jumpstarted Pepsi’s cultural and retail momentum.