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.

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[ 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.
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.
Now in select markets—a brand that inspires busy people to rethink the way they expend energy and refuel.

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