PEPSI: DEEP IN THE HEART OF TIKTOK
Pepsi is #3 in Texas, and other soda fans are more than happy to tell you about it. But Texans are a prideful bunch, and we found that the more love we showed them, the more love they showed right back—as long as it was authentic. So we rerecorded the beloved "Deep in the Heart of Texas" with A-Wall, previously of "Loverboy" popularity, and unleashed it across TikTok and Reels, inviting creators all over the state to get involved.
Throughout the campaign, we convinced the client to go less branded and put more money into boosting the creators' videos—because that's where the real breakthrough was happening. Pepsi saw a boost in sales throughout the campaign and even secured some new pours around the state!