Instagram lenses for Pepsi

AR filters/Instagram lenses  

Instagram face filters for Pepsi

Think Motive Creative agency

Project Description  

We have created 100 AR filters for the Pepsi 2019 marketing campaign #Summergram in collaboration with international creative agency Think Motive. At the beginning of summer 2019, Pepsi launched hundreds of summer-themed custom AR filters on Instagram that were unlocked via QR codes on more than 200 million bottles of Pepsi, Diet Pepsi, and Pepsi Zero Sugar.

Project goal

Grab the attention of younger consumers, provide a boost to the company’s soda business and drive brand engagement with AR into SummerGram campaign. So, where are they those young customers? Right! They are always on Instagram. And we had a perfect solution for it.

Here comes SparkAR. It’s a powerful AR software where you can create and share augmented reality experiences that reach the billions of people using the Facebook family of apps and devices. We participated in creating large-scale marketing campaign that used Instagram filters as a marketing tool, designing AR filters only in closed beta-test app.

The #Summergram campaign filters were accessible by scanning QR codes on the labels of more than 200 million Pepsi, Diet Pepsi and Pepsi Zero Sugar bottles in stores across the country during the summer months.

The objective, of course, was to encourage consumers to use the QR codes to unlock the filters on Instagram Stories, apply them to their videos, and share them on social or add them to their Instagram Stories. Pepsi wanted to make sure people get out and live their «Best. Summer. Ever.»

The AR filters on Instagram were not the only thing in Summergram activation. It was a huge campaign full of online and offline activities, influencers, etc. It was driven by different events all over the USA. 

The statements — “Call Me On My Shell Phone” and “Catching Rays,” for example — were also featured on more than 30 million fountain cups in local restaurants and foodservice partners.


The campaign with 100 AR filters (lenses) for Instagram was propelled by launch events in New York City, Chicago, Los Angeles, and Miami. In addition, the AR filters and summer occasions were showcased across 25 TV commercials and thousands of custom out-of-home (OOH) billboards.