Curated with the help of top professionals from Finland’s fashion scene, the collection featured striking Pepsi-inspired clothing and accessories, some of which were based on Pepsi’s global core line. It also included two exclusive T-shirts designed specifically for Finland: Coldest Winter and Biggest Lakes.
The highlights of the collection were jackets created by three contemporary artists – Etta, Averagekidluke, and Pike. Each jacket was the result of a collaboration between the artist and a fashion designer, combining Pepsi, the artists’ identities, and bold self-expression.
The collection was launched with a fashion show in the parking garage of the Forum shopping center. The event brought together fashion, music, and an urban setting in a way rarely seen in Finland. The raw concrete space was transformed into a catwalk, with front-row seats filled by the artists themselves as well as leading names from the fashion and influencer world.
The campaign culminated at Blockfest, where festivalgoers had one last chance to get their hands on unique pieces from the fashion collection through Pepsi’s exclusive on-stage clothing drops.
All in all, the campaign was a success: 40% of respondents said they bought more Pepsi because of it. In addition, the campaign and its activations generated great deal of earned visibility across social media channels.