Team · pre-Eterna
Pepsi · Brand Activation · 2025
J Balvin × Pepsi — Global Music Platform
Led by our team at PepsiCo, pre-Eterna
Brief
Turn Pepsi's partnership with J Balvin from a talent endorsement into a live cultural platform — one idea that plays across stage, street, retail, and social in multiple markets.
Approach
- 01Built the creative platform around the artist's world rather than a campaign lockup, so every touchpoint felt like his and Pepsi's at once
- 02Designed and produced the live footprint — stage moments, festival presence, and branded environments engineered for the crowd shot
- 03Ran talent logistics end to end: schedules, rehearsals, dressing and hospitality, security, and label and management approvals
- 04Captured live content on-site and cut it same-day for artist and brand channels, extended by creator seeding and paid amplification
Outcome
Multi-market
One platform, localized per market
Live + social
Stage moment engineered for reach
Culture
Credibility with a music-first audience
In their words
“They didn't hand us a campaign — they handed us a platform the artist actually wanted to be part of. That's the hard part, and they made it look easy.”
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