What went down at the launch of Pepsi's Lost&Fun campaign at MI AMI Festival 2025

At the MI AMI Festival 2025, Pepsi brought its rebellious and playful spirit to life through the Lost&Fun campaign, turning its stand into a key hub of fun. Far from being just a brand presence, the activation became a true experiential narrative, designed to showcase Pepsi’s ability to break conventions and put genuine enjoyment at the center of everything. The concept, built around the universal idea of getting lost at a festival, was translated into an original Lost & Found space not for objects but for people, where friends could reconnect through games, music challenges, and viral content. Pepsi effectively embraced the festival setting as fertile ground to highlight its free, ironic, and shared approach. Among the most engaging moments: the music quiz by Pepsi, where music became both challenge and connection; the Friendship Wheel, designed to test musical chemistry between friends; and the 360° photobooth, which delivered instantly shareable digital content. Participants could get exclusive gadgets created in collaboration between Pepsi and nss edicola. Hostesses and entertainers completed an experience designed to attract, engage, and leave a lasting impression. The campaign perfectly captured the energy of MI AMI, making Pepsi not only an iconic beverage but a true symbol of freedom, authenticity, and social connection. A successful example of how the brand knows how to enter culturally relevant contexts, amplifying real moments of connection.