The year 1995 was the peak for all things big. In-store, Pepsi tapped Shaquille O'Neil to promote their Big Slam 1-Liter packaging. On the radio, artist Skee-Lo had the hit song, "I Wish (I Was A Little Bit Taller):" Our idea flipped both these commercial and cultural events on its head for today's consumer. We had Shaq and Skee-Lo
re-record the song with the new lyrics, "I Wish I Was A Little Bit Smaller" to humorously demonstrate our product's packaging attributes. We then created content specifically designed for digital and e-commerce channels.