Ryan "Alpha" Romero

a premium good

digital

We had to reach the VIPs, the uber-influencers of style. Diet Pepsi wanted these folks to know that they too understood the premium good culture.

So we sent platinum USB drives to a very exclusive list of people. On these drives lived a video message from DJ AM inviting them to attend an online community restricted only to a chosen few. Members could bid on four Diet Pepsi aluminum bottles signed by top designers and were invited to high-level Diet Pepsi sponsored parties across the nation hosted by P Diddy and the like. Proceeds went to charity but photos and memories from the parties lived on only between the site members.

Fordiet pepsi