Pepsi for Gen Z

ROLE: CONCEPT + DESIGN: COMMUNICATION, VISUAL

Defying the Labels to value individual expression.

Pepsi is looking for a copy-led brand approach. The challenge of this project was how to bring a message to life and market it to a Gen Z audience who hate being sold to, connect with authenticity over gloss or shine, and bring to life the key attributes of this new drink (organic, zero sugar).

The solution

My take from the brief was to redefine the perception of "Gen Z". Knowing someone’s birth year can't give you all you need to know to judge a person’s character, life goals, values and purchasing intentions.

Generation labels, the root cause is the misunderstanding between generations.

The world has become more and more fluid and diverse. Is labelling people still relevant?

Our mission, or Pepsi’s, should be challenging these stereotype-based definitions because labelling brings more separation and prejudice. Ultimately, your generation does not define you, but you interpret your unique place within it.