Okurrr - Pepsi | Clapboard Ad Archive

Pepsi’s 2019 campaign Okurrr, crafted by Goodby Silverstein & Partners, deploys the magnetic cultural currency of Cardi B to recalibrate the brand’s image within the fiercely competitive non-alcoholic drinks market in the United States. Anchored by a 30-second film, the campaign leverages Cardi B’s unmistakable persona and her signature catchphrase Okurrr to assert Pepsi as a symbol of confident, unapologetic cool, moving beyond mere refreshment to embody a lifestyle statement. The spot’s playful directive, don’t even think about asking Cardi B if Pepsi is ok… Okurrrr, infuses humor and swagger into the brand’s positioning, effectively capturing the zeitgeist of 2019’s pop culture and resonating with a youthful, trend-savvy demographic that values authenticity and bold self-expression. This strategic alignment with Cardi B, a dominant cultural figure known for her candidness and widespread influence, enhances brand recall and cultivates emotional engagement, while the hashtag #PepsiMoreThanOK extends the conversation across social platforms, encouraging consumer interaction and reinforcing loyalty. By integrating its presence across YouTube, Pepsi’s official website, and active social channels including Twitter, Facebook, and Instagram, the campaign ensures a sustained digital footprint that amplifies reach and relevance. What Clapboard’s taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, this campaign exemplifies how a legacy brand can harness the power of a recurring celebrity persona to create a memorable brand moment without relying on traditional narrative arcs or problem/solution storytelling. The campaign earns 70/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how the strategic fusion of pop culture influence and playful linguistic branding can revitalize a heritage product’s appeal, proving that celebrity-driven creative formats remain vital tools for driving contemporary consumer connection in the food and drink sector.