Pepsi has found out that only 18% of people surveys knew that PepsiCo owns a more than 500 brands, including stalwarts Doritos, Cheetos, Lay’s, Gatorade and Quaker and newer launches, Alvalle, Good Warrior, poppi, Simply NKD and Pepsi Prebiotic Cola. The company wanted to connect all its brands with the company behind them.

How to get people to notice? Social media was the obvious answer. But BBDO did something did something clever.

It made Pepsico pretend it was changing its name in social media posts and group-chat style videos in which brands begin competing to choose the new one.

The social media stunt builds out to House of Brands, its first corporate brand campaign covering social media, TV, steaming audio, and influencers. The creative was developed by BBDO. PepsiCo seeded the premise with social posts this week suggesting the company was preparing to adopt a new name.

The campaign builds on the corporate identity that PepsiCo introduced last October with the same goal. The redesign replaced the globe logo used since 2001 with a stylised “P” surrounded by shapes representing beverages, grains and sustainability.