Pepsi wanted to celebrate Black History Month.
one problem, we couldn’t talk about Black history.

So we flipped it.

Instead of looking back, we gave people a way to define what they’re building right now.

With Pepsi x NFL, we created #TheRecipe, a platform built around a simple truth: success isn’t accidental, it’s constructed. A mix of traits, choices, and instincts that make someone who they are.

We started with NFL players, breaking down the characteristics that set them apart beyond the game. Then we handed that framework to the audience, giving people a way to uncover and share their own “recipe” through an interactive experience that turned identity into something visible.

A quiz became self-discovery.
A card became a statement.
A hashtag became a signal.

From a microsite to social to a Super Bowl-level experiential moment, the system created a continuous loop of participation, where culture wasn’t just highlighted, it was created in real time.

Because history isn’t just something you celebrate.
It’s something you make.