Pepsi Throwback /
Retro Tweet-up

The Background

Four months after the initial market distribution of Pepsi Throwback, a limited edition vintage-inspired cola, PepsiCo Beverages Canada tasked PRAXIS with raising awareness of the brand's second wave by taking an unexpected and exciting approach.

The Campaign

To generate national exposure and create a spike in online dialog about the soft drink, we created a #PepsiThrowback Retro Tweet-Up hosted by Juno nominee Keshia Chante and a local digital influencer. The event also featured a special performance by 80s icons, The Spoons.

The Results


7up /
EcoGreen Bottle Launch

The Background

After years of research and development, PepsiCo Beverages Canada launched Canada's first soft drink bottle made from 100% recycled PET plastic- the 7UP EcoGreen bottle. A breakthrough for the Canadian beverage sector, the announcement marked the next step in PepsiCo's journey for more sustainable packaging solutions.

The Campaign

To underline PepsiCo's leadership and generate positive awareness of the 7UP EcoGreen bottle, PRAXIS developed a partnership with a national environmental organization and conducted outreach to environmental stakeholders prior to the bottle's public launch. Targeting online and news broadcast media, we also created B-Roll and a Video News Release to visually demonstrate the innovative manufacturing process and environmental benefits of the bottle. To further highlight the company's commitment to finding sustainable packaging solutions, PRAXIS conducted top tier news media interviews with the President of PepsiCo Beverages Canada.

The Results


LifeSaving Society /
Children's Awareness

The Background

With all our lakes, rivers, streams and pools, drowning prevention is a real concern - close to 500 people die every year in water-related incidents and it's the second leading cause of preventable death for kids under 10 years old.

The Campaign

The PRAXIS objective was to communicate key findings of an important study on ethnicity and water safety. We maximized the story's potential by creating a media event with ample filming opportunities - a swimming pool featuring children - and used English, French and Chinese spokespeople to engage both English and non-English media. Although a Toronto-based event, we ensured the news reached outlets across the country through a targeted national media relations campaign.

The Results


Skinnygirl Margarita /
Product Launch

The Background

After taking the U.S. market by storm in 2009, Reality TV star and Skinnygirl Cocktails creator, Bethenny Frankel, sold her ready-to-drink cocktail brand to our client, BEAM Inc. PRAXIS was tasked with launching the brand's first Canadian flavour, Skinnygirl Margarita.

The Campaign

With so many Canadian fans following Bethenny on Facebook and Twitter, we harnessed the powers of social media to deliver messages about the star's arrival and created consumer launch events in Toronto and Vancouver at the LCBO and BCLDB retail outlets. PRAXIS then continued the conversation online by targeting bloggers and influencers who love to talk celebrity and cocktails and coordinated back-to-back media interviews with Bethenny.

The Results