Pepsi recruits Jerome Jarre, Usain Bolt, Usher, and Serena Williams in revamp of the Pepsi Challenge
Pepsi has relaunched its Pepsi challenge by using celebrities – Serena Williams, Usain Bold, and Usher – to reach a younger audience via social media, according to The New York Times.
Each month, celebrities will urge consumers to participate in a challenge, which will involve social media, technology, popular culture, and social responsibility.
“We’ve taken the DNA of the Pepsi challenge, then reinterpreted it for a new generation,” Jakeman, president of PepsiCo’s global beverages group told The Times. “Now more than ever, we are in a world where the consumer expects to hear from the brands they love in whole different ways.”
While the details of future challenges have yet to be revealed, this month’s challenge will be given by designer, Nicola Formichetti, who will ask participants to bring light to under-privileged communities using a Pepsi bottle, water, and bleach.
Earlier this week, Pepsi shared its toughest marketing lessons.