In line with SS25 claim Pepsi Poland aimed to create a festival space to taste summer your way. At 3 festivals selected for a diverse target group Pepsi District brought urban fabric into pop culture.
-Pepsi, love brand tied to pop culture&music, had never had its own festival roadshow in Poland before. In 2025 the brand set off to 3 of the country’s top events.
-Festival presence was meant to show Pepsi’s tasty pleasure knows no conventions while also engaging festivalgoers to create Pepsi map.
-Roadshow aimed to align with “Taste summer your way with Pepsi” campaign featuring Poland’s top food influencer Ksiazulo (2.1M YouTube subscribers, nearly 1M IG followers). Interaktywna Mapa Smaków Pepsi (Interactive Pepsi Flavor Map) let users share favorite summer activities and places.
-Project’s main challenge: ensure a consistent core design and activity concept across events while tailoring experience to distinct identities and audiences:
• Open’er: biggest Polish music festival, diverse lineup, mainly adults 18-30,
• Clout: global rap/urban culture festival, mostly fans up to 24,
• Olsztyn Green: lakeside location, pop/alt/hip-hop lineup, dominated by millennials often with families.
-Creative concept: Pepsi District, street-inspired space that acted as a festival extension, alive with energy from gate opening to the very end.
• Pepsi Squat & Music, Pepsi DIY, Pepsi Garage, Pepsi Arcade, Pepsi Store – urban hangouts blending modernity & vintage vibe. Pepsi stands for: music, gaming, uninhibited enjoyment. Each corner had its own character.
• Street-style aesthetics: swings, traffic mirrors, bus (brought to life straight from ambassador’s TV & digital campaign!), neon signs and lights built a unique vibe. The dominant color, Pepsi’s Electric Blue, stood out in festival landscape.
• The challenge was transferring the zone across 3 very different locations. While unified by 1 claim each was adapted to fit its requirements.
-We introduced innovative activations built around personalization trend: streetwear customization. Embroidery machines customized bandanas with personalized texts and participants got to create tie-dye T-shirts in an original way – with paintball!
