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.

Congratulations Capri Sun team, from Sandy Mandy and your friends at Ogilvy.

636 11th Avenue New York, NY 10036

212.237.7000 PUBLICATIONS: Effie Awards Journal

AD CODE: AC- 10-2
SAP #: KRG. KRGAC.10002.N.012
CLIENT: Kraft/Capri Sun
CAMPAIGN: Congratulations...
CHANNEL: Magazine
FORMAT: Effie Awards Journal
AD TI TLE: Congratulations...

Cyan, Magenta, Yellow, Black FILE: 001000_01E_AC-10-2-EFFIE.indd BUILD DATE: 5-11-2010 4: 19 PM LIVE: 7. 25” x 10” BUILD OP: am

TRIM: 8. 25” x 10.875” REV DATE: 5-12-2010 7: 25 PM BLEED: 8. 5” x 11.125” REV OP: am

GUT TER: None P/U LAYOUT: Transfer SCALE RATIO: 1: 1 P/U IMAGES: Transfer

PRIN T SCALE: 100%

GALLEY:
PM/MRK: K. Shenton
CREATIVE (CD): None
CREATIVE (AD): A. Gigante
CREATIVE (CW): None
TRAFFIC: B. Ratzer
PRODUCTION: B. Waldorf
ENGRAVER: Hudson Yards