ThinkShop led a team of Pepsi executives through a two-day session designed to revitalize the Diet Pepsi brand. The team included representatives from Pepsi, their advertising agencies and two outside resources, a creative writer and a food trends expert. The team participated in a variety of exercises including a mock beauty pageant designed to clearly identify the strengths and personalities of competitive brands. They created collages from magazine scraps, fabric swatches and drawings to represent the Diet Pepsi brand’s strengths, key personality traits and opportunity areas. These exercises coupled with a disciplined process to build and refine ideas, resulted in a new positioning which led to a new advertising campaign and packaging graphics. "ThinkShop led a team of Pepsi marketing managers through a series of exercises that effectively crystallized the combined insights of team members - leading to a clear articulation of the core equities of our key brands and brands of our competitors. This work set the course for a major repositioning initiative." Sheila Mullan Director of Packaging Innovation, Pepsi-Cola