Pepsi wanted to celebrated Black History Month. But there were caveats:
#1.) Must start after the Super Bowl;
#2.) You can't talk about black history. Fantastic...
That's when we decided to allow consumers to create their own history. Because truth is, people are making history today, so we gave them a forum to talk about it...
We allowed anyone to tell their own stories, using NFL players and influencers to get the word out.
