Because Crystal Pepsi originated in the 90’s, we had to tap into our knowledge of the consumer mind-set, in both the past and present, and then merge them together for the ultimate experience.

In both decades, audience insights against A18-34 didn’t change significantly. Limited editions and scarcity drives excitement. Consumers love instant gratification. Today, social is the currency that is used to show off success. They live for the past through #TBTs and #FBFs. And selfies. Oh, they love selfies.

The success of the initiative was highly dependent on the team’s ability to authentically tap into 90’s nostalgia. Retro is in and social media would be the platform it would come-to-life.

Pepsi first teased fans on Instagram. A girl named Crystal drinking a Pepsi? How about regular can of Pepsi bedazzled in crystals? To finally confirm that Crystal was returning, Pepsi partnered with Snapchat. For the over 100MM daily users on the platform, Pepsi created a one-day experience that left no doubt that Crystal Pepsi was coming back.

Pepsi was the first beverage brand on Snapchat to create a custom lens. The experience was mesmerizing and transformed users’ faces into prismatic forms with spinning Crystal Pepsi bottles for eyes. All this happened while “Whoomp! There it is!” played and funky 90s designs passed in the background.

Success was overwhelming in all facets.

In 24 hours, over 10MM users viewed the Crystal Pepsi lens within Snapchat.

The Snapchat experience contributed to over 160K people entering to win the giveaway for a limited supply of 15K on Pepsi Pass – over the course of 2 days!

The overall campaign garnered excessive reach with over 150MM social media impressions across Facebook, Instagram and Twitter. This included earned media of fans who posted their Snapchat experiences on social platforms, received Crystal Pepsi and overall conversation about the product launch.