20 years ago, Pepsi Blue was first introduced to the market. Today, we had the challenge of relaunching the product through a campaign in key countries in Latin America, targeting an audience mainly between 17 and 23 years old. To achieve this, the brand decided to speak to its target audience in the language they best understand, that of gaming.

We found an incredible coincidence between one of the world's biggest video games and Pepsi Blue. That's why we set out to make a launch that the brand had never done before in Latin America, a launch of Pepsi for the first time in Fortnite.

Slurp Juice is the most famous, consumed, and revered drink by millions of gamers worldwide. But it only exists in Fortnite. No one has tasted it, no one has enjoyed it, and no one knows what it tastes like. And no one had ever taken advantage of this great opportunity: it has no official flavor.

Pepsi Blue, coincidentally of the same color as Slurp Juice, decided to use this finding to organically insert a new product into one of the world's biggest gaming platforms through a regional tournament.

Slurp Juice is the most famous, consumed, and revered drink by millions of gamers worldwide. But it only exists in Fortnite. No one has tasted it, no one has enjoyed it, and no one knows what it tastes like. And no one had ever taken advantage of this great opportunity: it has no official flavor.

Pepsi Blue, coincidentally of the same color as Slurp Juice, decided to use this finding to organically insert a new product into one of the world's biggest gaming platforms through a regional tournament.

We called on gamers, streamers, and influencers to create #1Slurp1Blue, a tournament broadcasted on Twitch with a very simple rule: if you drank a Slurp Juice in Fortnite, you had to drink a Pepsi Blue in real life. Our gamers communicated the initiative to their communities, and thousands of followers joined the live broadcast, enjoying the tournament and a "drinking game" with a Pepsi Blue. With this action, Pepsi achieved massive participation from its target audience like never before in the region, turning a launch into a unique experience. And the same gamers gave the flavor of Pepsi Blue to Slurp.

Pepsi achieved a very large audience during the tournament's development, with 765,944 gamers playing simultaneously, generating over 10 hours of live streaming and more than 15,000 chats in one day, and a number exceeding 67,000 viewers from different countries.