Pepsi has launched Live for Now, a new online platform created by digital agency Organic, as part of a global relaunch of its brand. The new online approach centers around a social media 'dashboard' of real time news and conversation topics. Consumers will be encouraged to Tweet, 'like' and pin items from the dashboard as well as participate in "challenges" issued by various celebrities and earn points to gain access to 'Live for Now' moments, which will include events and activities (for example, as part of the Live for Now platform in the U.S., Pepsi will back a series of pop-up, Twitter-enabled concerts this summer.)
Other elements of the campaign will include a TV spot with singer Nicki Minaj which will air on May 7th and a takeover of Yahoo.com which will officially launch the platform on May 2nd. A multi-disciplinary team of Omnicom agencies, including Alma, BBDO Worldwide, OMD, Organic, TBWA Worldwide and TracyLocke Partners, have worked on the relaunch.