The Big Game

Innovative design meets an exhilarating sports event.

Nothing brings people together like game day. And no game day is complete without refreshing effervescent beverages and the crunchiest flavor-packed snacks. It's no surprise then that PepsiCo has cultivated a legacy of celebrating the greatest sports event in America.

Brand

Gatorade, Pepsi, LIFEWTR

Type

Experience Design

Region

North America

THE IDEA

Earning big smiles with bold game day activations.

For years, PepsiCo has marked the biggest game of the year with big, bold and passionate activations featuring our champion brands. These diverse design achievements bring an element of magic to the arena, delivering unexpected joyful moments to millions of fans.

Big Game Houston

LIFEWTR: ART AFTER DARK

We designed a music-led experiential event to debut premium hydration brand LIFEWTR. Concertgoers were immersed in multi-layered experiences, including animations derived from the work of LIFEWTR artists.

Gx GYM

Featuring a preview of the Gx personalized hydration platform, we designed an elite training experience where VIPs could train like the pros at Gatorade’s exclusive workout facility.

HELLO GOODNESS MARKETPLACE

Collaborating with architect and designer Fabio Novembre, we created the Hello Goodness Marketplace featuring PepsiCo’s good-and-better-for-you portfolio. Taking cues from the Hello Goodness brand language, the raindrop and orange shapes were abstracted and dimensionalized as shoppable spaces.

GAME DAY FAN PLAZA

At the stadium, the PepsiCo NSPIRE™ truck unveiled a fresh new illustration style in black and chrome. Fans created drinks with Pepsi Spire machines and sampled unique recipes from premier chefs.

LIFEWTR & VOGUE

LIFEWTR partnered with Vogue to create an engaging influencer dinner that seamlessly flowed into the LIFEWTR Art After Dark event. The space displayed artwork by Craig & Karl, Jason Woodside and MOMO.

PEPSI ZERO SUGAR

We created a limited-edition Pepsi Zero Sugar Halftime Show commemorative can for select events during Game Week. The can featured a matte black finish with hand-tooled line art celebrating aspects of Texas culture, music and football.

Big Game San Francisco

PEPCITY 2017

For #SB50 in San Francisco, we applied design thinking and innovation to brand building and consumer engagement in a broad and holistic way.

SUPER FRIDAY NIGHT

We converted Pier 70 into a spectacular concert space for Super Friday Night. Using Pepsi graphics, we created audio-responsive projection mapping, LED bridges and real-time animations that painted the pier with music and light.

KOLA HOUSE

Kola House, our VIP space at Pier 70, united the worlds of food, beverage, art, design, music and sports. Alex Ott created kola nut custom cocktails, while local artists Jeremy Fish and Sam Flores painted a mural brought to life by projections.

MOSCONE CENTER

At the Moscone Center, customers discovered F!ZZ, a playful celebration of bubbles. F!ZZ marked #SB50 with new drink creations and customized Spire machines with football-themed user interfaces.

TAILGATING

In the Fan Plaza, fans were invited to tailgate at the PepsiCo NSPIRETM mobile innovation kitchen and lounge, where they could create drinks and sample unique recipes from PepsiCo’s snack portfolio.

SAY IT ON GAME DAY

For #SB50, we extended the PepsiMoji line and developed a bottle featuring our love for football and San Francisco cultural references.

PEPSI FAN DECK

Inspired by the rich street art tradition in San Francisco’s Mission District, the Pepsi Fan Deck is an artistic installation that celebrates Pepsi, football and Bay Area culture. Well-known street artist Jeremy Fish partnered with us to create large-scale artworks with local relevance to boost hometown pride and team spirit.