Pepsi has a powerful connection to music. Michael Jackson danced in the brand’s commercials. Britney Spears, along with Beyonce, Pink, and Enrique made a cult anthem in the early-aughts commercial. Freddie Mercury liked to bet on his concert piano a glass of Pepsi. In Ukraine 10 years ago, the brand together with the young group at that time THE HARDKISS were looking for talents in the project Pepsi Stars of Now.
This time we changed the format of the show and named it Pepsi Music Star
, and for the first time launched it exclusively on the Instagram platform. This format was challenging because of the video time limitation of 60 seconds and other format restrictions. The winner gets producing of The HARDKISS, ЕР recording, shooting of the video clip and live performance on the biggest scene in Ukraine, Olympic Stadium, opening the concert of the mentors.
Talent show consists of four stages: recording video covers, online interviews, creative tasks, jam sessions. Applications for participation were submitted by 1000 people without a promo. We had dozens of celebrities announce and engage with the project on social networks.