be > good

An Employer Value Proposition, or EVP, is a promise between an employer and its employees, defining what employers expect of their employees and what employees expect of their employer, in a simple, yet powerful way.

Here is the creative expression of a proposed PepsiCo EVP:
Be Greater Than Good.

Kevin King was Creative Director at JWT INSIDE for this project.

About this Project

Brand Context

At the time, PepsiCo was updating the logos of its major brand properties, reducing them to iconic graphics.

Iconic images were showing up in other PepsiCo initiatives, such as the Refresh Project.

We were inspired

In keeping with the PepsiCo iconic approach to logos, we expressed the EVP “Be Greater Than Good”using familiar symbol:

And because it is reduced to a universal symbol, it works internationally.

Activation Thoughts

The employee recruitment website focuses on real PepsiCo employees, telling their personal stories of being greater than good.

T-shirt messaging reinforces the proposition.

Placements on factory doors and trucks keep the EVP top-of-mind.

Employees receive lapel pins in recognition of greater-than-good performance.

The EVP works for all PepsiCo Brands.

The EVP works in all cultures, and can be expanded upon to promote EVP attributes.


As a large multinational corporation, it is important to find ways to bridge the distances. A Sister Factories, Sister Offices program builds cameraderie throughout PepsiCo and creates stronger teams, reinforcing the EVP values.

Community also means the world we all live in. Helping your neighbors is also part of the PepsiCo EVP.

The “Be Greater Than Good” app sends alerts about community events and actions.

The platform allows for “Greater Than” programs to help fight hunger, domestic violence, and other community issues.

Contact us