Pepsi: Life Water Experiential Campaign

Pepsi approached Tribal DDB looking to launch a new brand of water. We turned the experiential event into a series of bespoke events in major cities across the US. The work below demonstrates the social and guerrilla installation projects we ideated. We developed an app and partnered with PR firms in order to create a buzz. The app was available to download only through a “limited edition” bottle run. This granted the users access to exclusive events and concerts. The water drop became a hidden symbol that only people “in the know” were aware off for the initial wave. For the second phase the events would be accessible to everyone.