In April 2024, Pepsico’s innovative FLAVOR FILTER campaign took the advertising world by storm, winning the prestigious GOLD award at the Clio Emerging Creative Awards. Created by the renowned ad agency Berlin, this campaign revolutionized the way consumers perceive the connection between Pepsi and food.
At the heart of the FLAVOR FILTER campaign is a simple yet ingenious idea: any meal tastes better with Pepsi. To convey this message, Pepsico developed a groundbreaking approach that tapped into the ubiquitous phenomenon of food photography on social media.
Recognizing that the act of taking photos of food has become a fundamental part of the dining experience, Pepsico decided to capitalize on this trend by introducing a unique photo filter—the FLAVOR FILTER—that enhances the visual appeal of food when paired with Pepsi.
The concept behind the FLAVOR FILTER is to leverage the power of visual storytelling to evoke the sensation of flavor. By incorporating Pepsi’s logo into a scannable filter for social media platforms, Pepsico ingeniously transformed the act of capturing food moments into an opportunity to communicate the brand’s message.
The FLAVOR FILTER works by subtly enhancing the colors, textures, and overall aesthetic of food photographs, making them appear more appetizing and enticing. Through this innovative approach, Pepsico effectively communicates the idea that if a meal looks better with Pepsi, it also tastes better—a compelling proposition that resonates with consumers across demographics.
To ensure widespread adoption and engagement, Pepsico made the FLAVOR FILTER readily accessible to consumers. By incorporating the filter into its product packaging, Pepsico encouraged soda consumers to obtain the filter directly from their Pepsi products, seamlessly integrating the campaign into the consumer journey.
Moreover, Pepsico provided guidance on how to capture visually appealing food photos, empowering consumers to become active participants in the campaign. As consumers began using the FLAVOR FILTER to enhance their meal photos, Pepsico amassed a vast collection of user-generated content, showcasing thousands of meals elevated with Pepsi.
This user-generated content became a valuable asset for Pepsico’s social media strategy, serving as authentic and compelling endorsements of the brand’s message. By leveraging this organic content, Pepsico amplified the reach and impact of the FLAVOR FILTER campaign, sparking conversations and interactions across digital platforms.
The success of the FLAVOR FILTER campaign underscores Pepsico’s commitment to innovation and creativity in marketing. By harnessing the power of visual storytelling and social media engagement, Pepsico effectively communicates its brand message in a way that resonates with modern consumers.
As consumers continue to seek experiences that stimulate their senses and enhance their enjoyment of food and beverages, campaigns like FLAVOR FILTER demonstrate the potential of creative marketing strategies to capture attention, drive engagement, and elevate brand perception.
In April 2024, Pepsico’s FLAVOR FILTER campaign set a new standard for creativity and effectiveness in digital marketing, earning recognition as a standout example of innovation and excellence in the industry.
