Home Creative Pepsi Campaign to Inject ‘Real-Time’ Creative Into Display, DOOH Ads
Creative

Pepsi Campaign to Inject ‘Real-Time’ Creative Into Display, DOOH Ads

By

SHARE:

Pepsi PulsePepsi’s new global campaign, “Live for Now,” is all about immediacy, or as its creators would have it, “the excitement of now.” So it seems fitting that the effort’s main digital ingredient is a cascade of recent Pepsi-themed tweets, brand-created content, and miscellaneous scraps of trending content.

For now this interactive experience, known as Pepsi Pulse, lives only at Pepsi.com, but CPG brand websites have limited reach –  even sites for well-liked fizzy drinks. Pepsi and its agency partners know this, and so are planning to extend the content interface into display and digital out-of-home placements.

Digital agency Organic, one of six Omnicom-owned shops that created the global campaign, tells AdExchanger that the digital ad experience will replicate aspects of the website interface – including curated content and Twitter updates – within online display ads and interactive billboards. Those placements will follow the U.S. launch of the campaign, which kicks off this week.

“That’s the natural progression of where all this stuff will go,” said Organic executive creative director Brad Mancuso, of the display and DOOH strategy. He said interactive ads will echo the Pepsi.com site with its blend of curated tweets and brand-created content. “It’s about, ‘How do we distribute this curation?’” Mancuso said. “Digital out of home is a natural place for it.”

The digital elements of the campaign are collectively referred to as Pepsi Pulse, and in addition to tweets and popular content will include live streams of upcoming concerts. A version targeting a Hispanic audience will be called Mi Pepsi.

On Pepsi.com tweets tagged with #NOW and #LiveForNow intermingle with a brand-curated experience that will be updated hourly.

And Pepsi has also lined up some triggers to drive social activity around its chosen hashtags. Celebrities will issue challenges to followers; a still-unnamed Daily Deals partner will drive local engagement through incentives; and the planned concerts will be “Twitter-enabled,” though it’s not totally clear what that means.

A global rollout will follow the U.S. launch, but it remains to be seen whether Pepsi intends to deploy similar strategies to rope its overseas endorsers into its social strategy – for instance by asking Taiwanese star Show Luo, who has appeared in its ads, to tap his more than 12 million followers on Sina Weibo.

Pepsi didn’t immediately respond to a request for more information.

-Zach Rodgers

Must Read

Publishers

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Digital Out-Of-Home

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

FTC Commissioner Mark Meador speaking at the NAD's annual conference in Washington, DC on Sept. 16, 2025. (Photo: Brian O'Doherty)
Federal Trade Commission

FTC Commissioner Mark Meador: ‘No Human Society Can Long Survive Without Consumer Trust’

Keeping American kids safe in what FTC Commissioner Mark Meador calls “an increasingly complex and fast-paced technological environment” is a top priority for the agency.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: "Deal ID, please."
Commerce

Amazon Expands Its Programmatic Integration With SiriusXM

On Tuesday, Amazon DSP announced an expanded integration with satellite radio company SiriusXM.

Rembrand merges with Spaceback
ad tech M&A

Omar Tawakol Is Merging His AI Startup Rembrand With Spaceback

Rembrand announced that it’s merging with creative automation startup Spaceback to build a unified AI-powered platform for “content-based” CTV, digital video and display.

A comic depicting people in suits setting money on fire as a reference to incrementality: as in, don't set your money on fire!
Commerce

Retail Media Is Starting To Come To Grips With The Fact That We All Know Nothing

Retail media is entering what might be called its Socratic phase. The closer we to get to understanding an ad campaign’s real impact and business results, the clearer it is that we have no idea how this thing works.

Popular

  1. Publishers

    How Encryption Keys Could Resolve The TID Furor

    Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

  2. Digital Out-Of-Home

    Clear Channel Brings Mid-Flight Measurement To Its OOH Network

    Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

  3. AI

    Amazon Ads Introduces Agentic Functions To Its Generative AI Creative Studio

    On Wednesday, Amazon introduced an agentic AI tool that brings all the image, video and audio generation capabilities of the company’s Creative Studio into its ad platform creative setup.

  4. CTV Roundup

    Three Predictions That Everyone At CIMM Thinks Will Be Fact By 2030 (And One They Didn’t)

    What will the ad tech industry look like five years from now? The audience at CIMM’s Summit earlier this week weighed in with their predictions.

  5. Daniel Pirchio, co-CEO and founder, Onetag
    OPINION: Data-Driven Thinking

    The Unsung Hero Of Ad Tech's AI Revolution: The Cloud

    In an era marked by generative AI, algorithmic optimization and an obsession with outcomes, cloud infrastructure has become a competitive differentiator.