Goodby's Margaret Johnson steered PepsiCo's Super Bowl blitz
Teams at Goodby Silverstein & Partners, led by CCO Margaret Johnson, created a Super Bowl ad blitz for four PepsiCo brands: Cheetos, Cool Ranch Doritos, SodaStream and Pepsi Zero Sugar, prompting the brand’s biggest sales gain in history. Viewers eager to make dance videos like the Doritos spot pushed the obscure augmented reality app Sway to No. 3 in the App Store, and Cheetos Popcorn debuted with $18.7 million in sales.
Johnson also helmed efforts for Google and the UN’s "Life Below Water," which explained the dire reality that by 2050, there will be more plastic than fish in the oceans; and HP’s “Madam President,” which greeted audiences on the Monday after Joe Biden and Kamala Harris gave their acceptance speeches.
As seen elsewhere in these awards, Johnson’s teams created important initiatives to combat racial injustice, including the “Not a Gun” and “Respond2Racism” campaigns. And in a year when the pandemic threw agencies into flux, turnover in Goodby’s creative department was only 3%.