Lou Arbetter leads PepsiCo’s in-house Content Studio. The Studio serves as a global creative, production and innovation resource for all branded content, including brand-inspired long and short-form films and series, music and social content. The Studio’s work has been recognized at over 15 film festivals including Sundance and Tribeca, and has appeared in the last two Super Bowls. Previously, Lou led the communications for the Pepsi Trademark in the United States, including all national advertising and consumer engagement. Lou’s teams have developed breakthrough branded entertainment including multiple Super Bowl halftime show campaigns, the ground-breaking Pepsi integration into Fox’s television show Empire, and the video sensations Uncle Drew, the digital series starring Kyrie Irving, and Test Drive starring Jeff Gordon. This work has won numerous awards including Cannes Lions, Addys, Clios and One Show Pencils. Lou also helped bring the Uncle Drew movie to life and is an Executive Producer on the film. Uncle Drew is the first feature film based on a branded content series. The film stars Kyrie Irving, Shaquille O’Neal, Lil Rel Howery, Tiffany Haddish and Nick Kroll, and is distributed by Lionsgate’s Summit Entertainment. Uncle Drew hit theaters June 29, 2018, taking in over $15MM in its opening weekend.
Lou also consults on messaging for political campaigns, including strategy, creative and production. His 2018 get-out-the-vote campaign received millions of dollars in media support and was among the most effective in this election cycle. In 2016, Lou helped lead a PepsiCo partnership with the White House to raise awareness for the United State of Women Summit. The team helped produce a film for the Summit starring the First Lady, Oprah Winfrey, Meryl Streep, Tina Fey and many others to highlight key issues that impact women today.
Lou lives in New York with his wife Yonat and their three children.