Pros Prefer Pepsi
Cold plunges are everywhere. People freezing for discipline, wellness, and content.
Meanwhile, Pepsi’s polar bears have been doing it forever.
So Pepsi puts cold culture back in the paws of the pros. The campaign turns the trend into a simple reminder: when it comes to ice-cold refreshment, some are just built for it.
Across print, billboards, social content, and motion, the work contrasts humans chasing the cold with the ones who were made for it.
Designed to feel simple and immediate, the billboard series pairs oversized copy with one unmistakable visual: Pepsi’s polar bear completely unbothered in the cold.
Pepsi puts the cold in the hands of the people who know it best. The work plays up freezing game day conditions with a little humor, proving some pros are more unbothered than others.
Fans love football. Fans hate freezing. Leave it to the pros.
Pepsi and the New York Giants turned freezing game days into a premium fan experience with Benchwarmer — a branded heated lounge where fans can warm up, recharge, and grab an ice-cold Pepsi before kickoff/during the game. Built under the campaign platform Leave It to the Pros, the activation proves that while the Giants handle the field, Pepsi handles the cold.
Concept, strategy, copy, and art direction by Emily Ogilby. AI-assisted visuals used to bring the campaign to life.