PILK = Pepsi + Milk

(yes, you read that right)

We turned internet lore into reality by harnessing the power of TikTok. During the summer of 2022, the “Dirty Soda” trend took off online. We knew the practice of adding dairy and flavors to sodas like Pepsi would be engagement GOLD, especially because a small, yet vocal, community of Pepsi + Milk fans already existed. Our first Pilk TikTok garnered 1M+ views, 87k likes, and 2.6k comments—all organic. We built on this momentum, extending the Pilk concept to more TikToks and other platforms. And when the holidays rolled around, Pepsi knew that the best way to capture hearts and minds (and press) was PILK and a dash of celebrity talent: Miss Lindsay Lohan herself.

Role: Copywriter In partnership with Pepsi’s in-house agency

Art Direction: Taylor Whitlock (Art Direction) In partnership with Pepsi’s in-house agency

Creative Direction: Felipe Pavani (CD, Art) & Andre Bittar (CD, Copy) In partnership with Pepsi’s in-house agency

Campaign Components: :30 Broadcast TV, :15/:06 OLV, Social, Digital, PR

Production Partners: Direct Focus