A new generation was drinking and thinking less (more than ever) about our main product as the soda category fizzed out. And we were being outspent and overshadowed, putting us in a classic marketing bind.

At the same time, TV Talent competition shows were becoming flat and no longer producing hit-making artists as American Idol did in its prime. Even the highest-rated NBC show, The Voice, could no longer craft a household name out of its contestants.

The way out was to focus. We know that music is a key passion point of Pepsi’s audience, so we saw an opportunity to revitalize it. Driven by consumer empathy, we would create a new series based on modern music discovery platforms and behaviors.

Those on the path to winning don't have time to lose, so we anchored Becoming a Popstar on a simple premise: "Discovered on TikTok, showcased on MTV, and launched into superstardom by Pepsi."

The first-of-its-kind series brought together eight up-and-coming artists, discovered initially on TikTok, to showcase their talents to a panel of superstar judges.

The 5-part MTV series ran with concurrent TikTok live content. Eliminations occurred weekly until the remaining artists battled it out in front of a live audience to determine who ultimately had what it took to 'Become a Popstar.'

Pepsi served as executive producer of the series and provided funding and resources to help take the winner's career ambitions to the next level.

The prize: One lucky winner walked away with their very own Pepsi commercial that premiered on television during the MTV VMAs.

It's well known that music is central to Pepsi consumers. What's new is that 68% of consumers believe that life is a 'game to win'.

We spotted seismic shifts in the music landscape to shape our approach. For example, over 175 songs that trended on TikTok in 2021 were charted on the Billboard Hot 100, twice as many as in 2020. Simultaneously, the music awards stage was evolving; the MTV Video Music Awards was becoming the most social music telecast.

Our opportunity was rooted in the emerging trend that TikTok was now driving pop success, not the record labels. MTV, a significant player in the pop culture zeitgeist, is capable of driving record engagement among its TV properties.

Pepsi's mission was to collaborate with TikTok and MTV to go beyond traditional music competition shows, accelerate the artist's journey from discovery to icon status, and discover Pepsi's next Popstar.

Did we win? Yes! Fame, brand love, and positive share swing.

#MTVPopstar was a hit; generating 2BN impressions and 91.3MM views on TikTok, the series was on par with non-branded music series in primetime. Fans followed along week-to-week, and the series grew its audience by 52% from premiere to finale.

Additionally, 9 in 10 viewers held a favorable opinion of Pepsi and TikTok's partnership, attributed to how unique, genuine, and relevant it was to music.

The winner of 'Becoming a Popstar,' Samy Hawk, gained massive growth on social, with a +85% increase in followers from the start of the series to the MTV VMAs.

Pepsi was the biggest winner.

Consideration and favorability increased by 12% and 4%, respectively. 4 in 5 viewers were more likely to purchase Pepsi because of the series. And for the first time in a year, Pepsi gained a positive share swing over its rival.