PepsiCo's foray into craft soda, STUBBORN Soda, started with a simple concept: unique flavor combinations made without compromise. So, to better tell a story online that consumers could believe in, we worked to make the product the hero and show the bottle in unique content that would grab people's attention.
Partnering with unique makers, we were able to make the connection between people who are stubborn in their pursuit.
imre crafted a storytelling strategy that ties the brand to the emerging cultural trends authentic to STUBBORN and its audience. We leveraged events to capture STUBBORN stories from many perspectives, primarily through the eyes of key influencers, like Frankie Q and Leva Bates, who embody the STUBBORN brand persona. These events also served as platforms for key sampling moments and brand content capture.
What We Did:
Content Creation | Influencer Marketing | Social & Digital | Strategy | Video
In 2017, STUBBORN influencer content alone generated 179M impressions across Facebook, Instagram and Twitter, and video content had been watched 1.8M minutes on Facebook (note: this does not include video views on Twitter or Instagram).