There’s been a lot of press about the soda category losing fizz – especially with Millennials. Pitch helped Pepsi shake things up with 1893 by taking a fresh take on the familiar. We positioned 1893 as the soda you sip, communicating its elevated ingredients and boldly blended flavor. We created a humorous and culturally relevant soda sommelier who shed light on what “sophisticated sipping” looks like, successfully capturing space in our target’s elusive ice box.