In 2016, Pepsi was the talk of the summer thanks to the launch of PepsiMoji – their biggest marketing effort in nearly a decade. To support the over 200 unique PepsiMoji bottle designs, TracyLocke created a fully-integrated marketing campaign featuring everything from national tv spots, to digital content, to hyper local billboards, to retailer activation and more. Amazing partners like the NFL, MLB, Pizza Hut and Target helped us get the word out, and we kept the conversation going all summer long on Twitter, Snapchat and Instagram. We even created a breakthrough facial recognition app that let shoppers instantly make their own PepsiMojis.
Our Troops overseas give so much and ask nothing in return. So for the holidays, we wanted to make it easy to give back. That’s why we partnered with Crown Royal to deploy the Heroes Project. To celebrate the spirit of the season, we’re helping grateful citizens send the Troops care packages using Crown Royal’s iconic purple bags. With bag donation drop zones, in-store packing events, and virtual bag packing online, we created so many ways to say thank you and join our mission. So the next time you’re gifting Crown Royal for the holidays, you’re also giving to a hero abroad.
We created a sports visual system that connected fans to Crown Royal by elevating their local teams to royal prominence. We spoke to fans in their own language, fan to fan, by referencing regional insights and team motto's.
In 2017 Pepsi launched the hottest drink of the summer, Pepsi Fire, as part of a broader promotion involving Snapchat. Specially-marked cans and bottles of Pepsi Fire had a Snapcode on them, which people could scan for a chance to win one of thousands of prizes (including the Nintendo Switch and Live Nation tickets), as well as unlock unique lenses, geofilters, and a mobile game. Things heated up even more when we partnered with Conan O'Brien to help us get the word out.
The most exhilarating part of Vegas is you never know who you’re going to meet. But, when you finally get to your hotel room, you're all by yourself. So Johnnie Walker wanted to help guests at the Wynn score a little company before they hit the strip. And it’s totally legal. In every room we hooked guests up with Amazon Echos and encouraged them to share a drink with Alexa using the Johnnie Walker Skill. When guests ordered a drink from room service they were automatically entered for a chance to take Alexa home.
In terms of popularity, the game of baseball has been in a slump. But, with rising young stars bringing new excitement and personality to the game Pepsi saw an opportunity to revive MLB fans by launching its 'For the Thrill of the Game' campaign to start the 2015 season. With regional programs and out-of-home marketing we were able to connect with
Meet The World's Most Interesting Chef, Aaron Sanchez.
For male grooming, the jungle has changed. For those who refuse to adapt, the consequences can be devastating to a man's inner beast resulting in sadness, lack-of-confidence, and the ability to find a mate. So in 2015 Axe launched a new shave series to help navigate this new territory for men by helping him maintain his wild side without sacrificing his inner beast.
The farm at Gramma’s Jam is nestled in the rolling hills of majestic central Pennsylvania. That’s where only the freshest organic fruit is hand cranked into every jar. Although you won’t find it in the nutrition facts. Gramma’s most important ingredient is love. We set out to capture that 'down home' country feeling with each suspender-sealed jar. Dressed in distinct colored plaid, every flavor is easily identified. This eye-catching design suggests a narrative that entices the consumer to learn more about the organic jam.