The lemon-lime soda category was overdue for a refresh, and PepsiCo was ready to shake things up. They sought to build and launch a brand that Gen Z would actually want to sip. How could this soda brand feel fresh, culturally relevant, and become the beverage of choice for the next generation?
We mixed consumer insight with cultural foresight: diving into Gen Z trends, attitudes, and the role of soda in youth culture today. Through consumer and cultural analysis, creative brainstorms, naming workshops, and brand narrative development, we helped PepsiCo bring Starry to life: a bold, bright soda brand that’s unafraid to break the rules and meet Gen Z where they are.
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