Pepsi is relaunching its Pepsi Challenge that started over 40 years ago. The company has signed several celebrities, including Usher, Serena Williams and Usain Bolt, to recruit consumers to participate in a series of year-long challenges aimed at the social media generation.
Every month, Pepsi celebrities/ambassadors will use social media to issue a new challenge, These challenges will blend social responsibility with popular culture. This is not the Pepsi Challenge you remember: the original taste test between Pepsi and Coke. These challenges will encourage consumers to do something different. In April, the fashion designer Nicola Formichetti will present the first challenge from Hong Kong to bring light to poor communities across the globe using plastic Pepsi bottles filled with water and bleach to refract sunlight.