P epsiCo is a large conglomerate that was initially established as competition for Coca Cola soft drinks. The tag “Next Generation” was used to emphasize the progressive nature of the company, in contrast to the image of Coca-Cola as a beverage produced and consumed by the establishment.
PepsiCo has expanded their product range to include many familiar and household name consumables such as Gatorade, Doritos, and many others. PepsiCo wished to celebrate its rich, diverse and progressive history by commemorating Dr. Martin Luther King’s civil rights March on Washington. The event is now marked by celebrations annually, these take place on August 28th and act to champion plurality in society. The 50th anniversary of the March on Washington was celebrated in August 2013.
PepsiCo is a proud partner in the National Action Network and sponsors the march while simultaneously providing over 150,000 bottles of water to participants on the day.
RuffKut were engaged to create a media clip suitable for the Millennial demographic that PepsiCo could use on their website. The clip was required to not just simply document the proceedings on the day of commemoration but to also capture the values and spirit that the company wishes to present. The video would give a snapshot of the march and also contextualize the importance of the day. RuffKut were able to work with many of the marchers including a PepsiCo employee who was returning to the march after 50 years and remembers hearing King’s “I have a dream” speech while sitting on his father's shoulders.
The media clip would act as a visual compendium to link in with all of PepsiCo’s other activities that tied in with the 50th anniversary of the march. The video was well received and allowed the company to re-establish the fact PepsiCo was supporting communities and was reaching their target demographic.