Employee Wellness Campaign
ROLE: CREATIVE DIRECTOR
PROJECT TYPE: BRAND CAMPAIGN, INTERNAL COMMS, EMPLOYEE ENGAGEMENT, PRODUCT LAUNCH
PepsiCo launched a new wellness app to give over 300,000 North American employees easier access to their health benefits—but awareness and adoption were significant hurdles. As Creative Director, I led the strategy and execution of a cross-channel internal campaign that reframed wellness around a simple, relatable insight: people want to feel good—but getting care often feels like too much work. Our creative approach turned that tension into a breakthrough message that drove the highest conversion rates PepsiCo had seen from a campaign of this kind.
The Brief
PepsiCo invests heavily in employee health and wellness programs, but many employees—especially in frontline, distribution, and manufacturing roles—weren’t engaging with what was available. Past communications felt generic, cluttered, or irrelevant. Our brief was to position the new wellness app not just as a tool, but as a solution to a shared frustration: the unnecessary complexity of accessing care.
Our biggest barrier wasn’t apathy—it was friction. We needed a campaign that could cut through the noise and motivate people to act, quickly and confidently.
Creative Direction & Approach
I led the team in developing a unifying campaign platform rooted in a core truth: people don’t want more healthcare complexity—they just want help. We built the creative around a resonant, human message: "I Just Want…"—a phrase that captured both the emotional fatigue of dealing with healthcare and the simple clarity the app provides.
This idea became the anchor for a system-wide rollout across all key channels: email, SMS, intranet, digital signage, breakroom posters, direct mail, and live events. Every touchpoint showed how the app could quickly deliver on what employees actually wanted—whether that was a digital ID card, a nearby doctor, a prescription refill, or rewards for healthy behavior.
As Creative Director, I ensured the campaign felt consistent yet flexible across formats, channels, and audience segments—grounding every asset in clarity, relatability, and brand tone. I also partnered with internal comms and HR teams to adapt the creative for local facilities, shift schedules, and cultural nuances across the employee population.
The Result
In the first 60 days, 75% of employees engaged with the campaign, and 25% signed up for the wellness app—outperforming all previous internal campaign benchmarks at PepsiCo. More importantly, employees began using their benefits more actively and getting the support they needed, when they needed it.
The success of this initiative proved that when we remove friction and speak like humans, even massive organizations can connect meaningfully with their people—and drive real behavior change at scale.
