The Championchip
The Championchip
The ASk
Pepsioco wanted to run a campaign during March Madness that was social first and drove sales to their brand page
We decided the best approach would be replicate fans beloved bracket building each year, using 8 brands with 2 flavors each, as the “teams” competing in the “Championchip”.
Starting the brackets with these brand flavor match ups first guarantees all of the brands included will continue on to the second round so its a more even amount of exposure. The other reason we believe this will be successful is because it starts out the campaign with each brands' thoroughly debated question, which flavor is that brands best.
Now comes the branding
In order to connect the dots for users’ existing behavior and the “Championchip” campaign I knew that the we needed to really lean into the visual of a bracket in order to capture attention of fans of March Madness and sports in general.
When it came to execution, building out a 16 brand bracket for a campaign that would extend across social media, crm and in-app placements, equalled to a massive amount of assets that needed to be created, and the timeline for the project gave me one month to do it. Building out the identity above allowed me to move quickly and gave me the frame work to do so in a consistent way.
