Pepsi x Regal

PepsiCo becoming the beverage provider for Regal Cinemas was a big business coup - and together we felt that we had to do something that brought the fun and iconic advertising style of Pepsi and our other brands to the big screen. The setting? The pre-movie theater screen time - from last calls for delicious movie snacks to the lead-in to the features films - we wanted to do something that would stand out to audiences and make them cheer.

The first campaign was “Be Right Snack” - playing on the anticipation of movie trailers, this concept was a fake out and love letter to the genre’s that make movie theaters pop. The creative - designed to be updated with new genres after a period of time. While Covid ultimately put a damper on the overall creative campaign, we were able to create some fun spots built on real consumer insights and very efficient production from The Studio team.

We then wanted to bring our love of movies to the forefront to increase the association between iconic movies and Pepsi. And what better way to do that than through movie quotes. This concept - paired with retail theater that had movie quotes on Popcorn boxes, standees, and of course beverage cups - was our love letter to movies. (Which the team further expanded on with Taste and Refreshment forward creative that leveraged quotes and trivia).