EVOLVE PLANT-BASED PROTEIN:

There’s outside in here

Evolve is Pepsi’s plant-based, ready-to-drink, protein shake that aims to get people outside through a partnership with the National Parks Foundation.

So there are plants in the drink…plants come from outside…and they want people to get outside… well, THERE’S OUTSIDE IN HERE.

The line just made sense. It gave us a new way to talk about and refer to plant protein as “outside”. Pair that with our NPF partnership and BAM—we’ve got a tone of voice, baby!

When it came to the visuals, we wanted to find a way to blend our flavors with the beauty of the outdoors. Our answer was to create “flavorscapes”.
Each flavor scape was a great tasting version of the great outdoors.

Take a look 👀

HAVE A LISTEN 🎧

Agency: Big Spaceship
Associate Creative Director (Copy): Me
Associate Creative Director (ART): Liz Agans
Creative Director: Kristen Kriisa
Executive Creative Director: Steve Street