PEPSI-COLA

Created a portfolio of innovative and highly flexible (localized/personalized) consumer promotions for the Foodservice division. Successfully pitched the Burger King business. Repositioned flagship brand Pepsi, a perennial number-two, post-Pepsi Challenge, forcing the world’s best-known brand to blink and putting it into disarray (New Coke). The advertising for Pepsi garnered no less than 149 prestigious awards during the 80’s and created a social phenomenon. Developed groundbreaking advertising for Mountain Dew, transforming the regional oddity into a powerhouse national brand. Created introductory advertising for Slice, at the time the industry’s most successful new product launch. Created first-ever advertising campaign focused on the Hispanic market.