PepsiCo #WithPurpose Heroes Campaign
Need: PepsiCo as a parent company didn't have a digital presence. There was a need to humanize the company and improve its brand image as a homegrown company working for the benefit of the country.
Solution: A digital web-series that was people focused. Celebrating the many faces that work at PepsiCo from different backgrounds, gender and fields.
Why: It not only showed the diversity of people that excel at PepsiCo but through varying themes, the campaign highlight how PepsiCo is a compassionate brand that takes care of its employees and truly stand by their values.
Trailer
This story is of Maqsood Jan who works in Gilgit as PepsiCo's potato farmer. By exploring his journey of self sustenance, PepsiCo also seemed to be highlighted for uplifting local communities
Waseem's story showed how close he grew with PepsiCo while working for 13 years. This also went on to show how PepsiCo nurtures its people and treats them like a family so they build a sense of belonging.
Sara's ambitions and passions to pursue sustainability were welcomes whole heartedly at PepsiCo. It also showed how PepsiCo is committed for environmental sustainability and eco-friendly processes
Khadija is a true example of working hard with persistence to change her life in the face of odds. For PepsiCo, this story showed its commitment towards female empowerment and providing them an environment that nurtures their growth.
Sanam wowed everyone with her agility as she changed her career path after 16 years working in a field. PepsiCo allowed for her to pursue her passions and took risks on a valuable resource.
Production credits: Visual Prophecy
