Black Restaurant Week
To celebrate the return of Detroit Black Restaurant Week, we partnered with MLN8 to drive consumers to Black-owned restaurants across the Motor City. Blanketing the city with billboards spotlighting participating restaurants, we increased awareness of Black-owned restaurants and invited locals to support the diverse culinary talent that makes the city so special. Additionally, we awarded $15,000 to Joe Louis Southern Kitchen to help cover the new business’ repairs from flood damage. “The synergetic partnership with Pepsi as part of Detroit Black Restaurant Week will allow us to do some amazing things,” said DBRW Founder Kwaku Osei-Bonsu. “With their support pushing our message across the city, we hope that more Detroiters will be inspired to partake and discover their next favorite local eatery.”
HELPING THE NEXT GENERATION OF BLACK-OWNED BUSINESSES
Music Mentorship Program
From Aretha Franklin to Queen Naija, Detroit is recognized as the birthplace of so much incredible musical talent. To support those voices still finding their audience, we launched the “Full of Detroit Soul” Music Mentorship Program to help pass the torch to the next generation of musical excellence.
Tapping nine local artists, we guided them through a three-part crash course in music:
- Executive Mentorship Lessons
Advice and insights from industry veterans, included Brandra Ringo (Quality Control Music), Shawn Barron (Motown Records), and Carl Chery (Spotify / Rap Caviar)
- Studio Time at The Village Detroit
Each artist got time working with Grammy and Billboard award-winning products and songwriters to create new hit tracks.
- Single Launch
Fans voted for their favorite songs as the artists opened for Queen Naija during a special Pepsi live stream music event.
SEE WHAT DETROIT MEANS TO THESE RISING ARTISTS
As a continuation of our “Full of Detroit Soul” campaign, we partnered with DoorDash to celebrate “313 Day” by offering $3.13 off on DoorDash to any local resident who added a Pepsi to their order from over 2,000 area restaurants.
“We’re thrilled to partner with Detroit Black Restaurant Week to encourage locals to celebrate and support the city’s Black culinary community. We also hope to encourage and build the next generation of Black-owned businesses and that’s why giving back to Joe Louis Southern Kitchen was so important. Their story is emblematic of the struggles many restaurants face trying to get off the ground, let alone after an especially trying year.”
— Jazmine Robinson, PepsiCo North Division Brand Marketing