In 2023, the world celebrated the 50th Anniversary of the birth of Hip Hop. As a brand with proud heritage in music, PEPSI decided to pay homage to the departed G.O.A.T. of Hip Hop - Christopher Wallace, AKA The Notorious B.I.G., AKA Biggie.

This partnership was inspired by Biggie’s genuine love for PEPSI. A previously unreleased freestyle by Biggie himself was unearthed where we heard him rap about his love for ice cold PEPSI. And of course, this feeling is mutual – PEPSI loves Biggie.

In response to Spotify data that showed Gen Z are increasingly interested in deceased icons, the ambition was to partner with his estate and bring Biggie’s music, creativity and cultural iconicity to a new, younger audience who were Thirsty for More Biggie.

Clearly explain the creative idea How the creative insight directly influenced the amplification of the brand message

The brand platform Thirsty for More, encourages people to do, see and experience more of what they enjoy. We know the Gen Z audience are seeking out the music of artists they didn’t get to experience first hand, so in partnership with his estate we co-created a suite of brand new content to gift a new generation of Biggie fans the ability to engage with the man, the artist, the legend, One More Time.

‘Thirsty For More’ embodies a curiosity to discover more, challenge conventions and pursue what brings you enjoyment.

In an increasingly complicated world much of Gen Z crave more simple times. In fact 1/3 of them are nostalgic for the 90’s, despite being born in the 00’s.

Spotify data shows 68% of Gen Z like listening to and watching content from earlier decades, and 42% feel like they are born in the wrong decade.

More specifically Gen Z are interested in hearing more from music icons no longer with us. Growth in Google search for ‘what would they sound like today’, increased Spotify streams for deceased artists grew (Biggie +10% YOY in key markets) and positive Twitter sentiment of ‘what Biggie would sound like today’ supported the insight.

PEPSI delivered upon this curiosity, creating new Biggie experiences and bringing the enjoyment of an icon to a new generation.

6 murals were commissioned in the UK & Australia, two key international markets. Brixton and Peckham in London, and Sydney and Melbourne in Australia were chosen as renowned street-art hot spots of creativity and Hip Hop culture.

Acclaimed street artists Cenz, Joey Green, Gent 48, Danielle Weber & Damien Arena brought to life their vision of what Biggie would be like in 2023. Murals in Peckham and Brixton are of proud Jamaican history - something Gent 48 wanted to come through in his mural. Talking to Fault magazine; ‘The tropical elements were there to represent his cultural links to Jamaica, the birthplace of his mother Voletta Wallace’

Placing the murals in areas of genuine Hip Hop, street-art, & Jamaican heritage, with thriving Gen Z music scenes brought Biggie to a new audience - and even got underground art tours stopping and debating what Biggie would be doing in 2023.

‘One More Time’ captured the attention of our next gen audience as well as the media. The street Murals were experienced by 2.9 million individuals and the campaign tracked a 100% positive sentiment.

More broadly, the partnership and campaign garnered over 1.5m global media impressions and was talked about in over 593 pieces of earned coverage.

But more than this, Biggie and PEPSI fuelled the curiosity & imagination of a new generation who were Thirsty For More.

To quote Gen Z news and entertainment channel Culted on the campaign - ‘PEPSI is doing God’s work for real’.