UPCYCLED BY PEPSICO INNOVATION

PepsiCo’s brands are known for pushing design and their brand activations, but our team asked, what happens after the activation?

Our goal was to find a way for consumers to own a piece of the moment from these activations.

We didn’t want to keep wasting the hard work from our brands and instead of throwing away signage, we upcycled it into products.

These products serve as post-event equity drivers and can drive additional revenue back to brands by selling post-event or at the next brand event.

Below are images across activations:

Dew Tour, Rockstar Energy Open, MTN DeW Outdoors Gear, and PepsiCo brand C&G activation.

We’ve standardized this process in the PepsiCo system for turnkey action by brands initiating a project.

To date, 10.19.25 - We have saved 2,000 LBs from landfill across these events.

Senior Director, Design: Sean Huls
Design Senior Manager: Louis De Villiers
Lead Designer: Sam Cardelfe
Motion: Sam Wolfson