Hasta La Creative!

Pepsi is bringing back the Pepsi Challenge, launching what it’s calling its biggest “socially-led, content-driven initiative ever.”

The company is enlisting celebrity “ambassadors” like Usher, Usain Bolt and Serena Williams for a year-long promotion designed to spread widely on social media. Each month, Pepsi will announce new challenges on social and digital channels via the ambassadors, urging consumers to take on the global and local challenges that combine pop culture with social good.

Omnicom’s 180LA was the lead global agency on the effort, developing and producing the creative for out of home and television, while PepsiCo’s in-house Design & Innovation Center developed the special packaging and point of sale, said a spokeswoman.

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