Philosophical Differences

PepsiCo wanted to break into the rapidly growing natural foods channel, traditionally unreceptive to its products. Rather than acquire a brand, as many have, PepsiCo embarked on a mission to create its very own—a new beverage that provides sustained energy from natural ingredients.

We got deeply involved early in the brand strategy phase, and brought to life dozens of scenarios that all share a core theme: Fuelosophy is a solution for busy, active people who need a healthy snack to help them avoid their daily personal energy crisis.

mov/PEPS_06022-1_Movie.swf|swf|brand_pepsi_main1
Please upgrade your Flash Player
[ Roll over movie to pause ] Our brand concepts cover a broad range. Some emphasize flavor and ingredients. Others promote wholesome, balanced energy. Still others are entirely unexpected designs and messages — take a look at our whimsical ‘good energy’ Fuelosopher who implores people to join him.
/i/casestudy/pepsi/brand_pepsi_main2.jpg|image|brand_pepsi_main2
Fuelosophy is the anti crash-and-burn energy drink. Its dairy protein formula gives multi-tasking high-energy types the fuel they need to get through a hectic day.
/i/casestudy/pepsi/brand_pepsi_main3.jpg|image|brand_pepsi_main3
Now in select markets—a brand that inspires busy people to rethink the way they expend energy and refuel.

  • Mohawk Fine Papers_ Get in the Loop

  • Abundance Found_ Empowering Partnership

  • Vaska Natural Detergents_ Active Ingredient

  • The Living Principles_ Creative Action

  • California Wine Institute_ Global Appeal

  • BSR_ Illuminating a Global Network

  • Frameline Film Festival_ Think Pink & Beyond

  • Yerba Buena_ Neighborhood Intersections

  • HERproject_ Keeping Business Healthy

  • GreenBiz Group_ Thriving Ecosystem

  • Tools for Peace_ Tools for Growth

  • Peace Cereal_ Abundant Goodness

  • Dagoba Chocolate_ Taste Exploration

  • k.d. lang_ Recollection

  • Hello, New._ Campaign Trail

  • Scharffen Berger_ Adventures in Chocolate

  • Compostmodern_ Planting the seeds

  • Denver Public Schools_ Reading Rockets

  • Dockers_ Not Your Dad's Pants

  • SF Health Department_ Crystal Mess

  • Avaya_ Communication Without Boundaries

  • Dockers_ Cut from the Original Cloth

  • Nyne_ Forward Fashion

  • PepsiCo_ Philosophical Differences

  • Rearden Commerce_ The Anti-Dot-Com

  • Charles Chocolate_ One Very Hot Chocolate

  • Janus_ Get there. Invented here.

  • Target_ A Dose of Surrealism and Whimsy

  • Target_ Works of Art that Work

  • Janus TV_ Research brought to life

  • Michael Austin_ The Power of Personality

  • BACtrack_ A Breath of Fresh Air

  • Target_ Clutter Cutter