CAMPAIGN MEDIA AWARDS: The Capital Radio Group Award - Best Grocery, Soft Drinks and Household Campaign - Pepsi World Cup

campaignlive.co.uk, Friday, 29 November 2002 12:00AM

This ambush marketing campaign muscled in on what was traditionally Coca-Cola's home ground, the World Cup. Against Coke's millions, Pepsi had £1.5 million to revive Pepsi's brand volume share and equity through making it a World Cup player. So MindShare delivered Starstrike to bring teenagers closer to their footbal idols. This included posters, postcards, coverage in tabloids and football titles, Pepsi Player Cards to collect, a partnership with Sports.com at pepsi-football.co.uk which received 427,618 unique visitors and the "sumo" TV ad.

The campaign exceeded all objectives, with Pepsi achieving higher spontaneous awareness as a World Cup sponsor than Coke, according to Millward Brown.

WINNER

TITLE: Pepsi World Cup

MEDIA AGENCY: MindShare

MEDIA DIRECTOR: Victoria Mattimore

ACCOUNT DIRECTOR/MEDIA PLANNER: Malcolm Russell

CREATIVE AGENCIES: Abbott Mead Vickers BBDO, Graphico

ACCOUNT DIRECTOR: Katherine Waddis

ACCOUNT PLANNER: Clare Hutchinson

CLIENT: Britvic Soft Drinks

BRAND: Pepsi

MARKETING DIRECTORS: Karen Goffe, Pepsico, Andrew Marsden, Britvic Soft

Drinks

MEDIA/BRAND MANAGERS: Karen Goffe, Adrian Troy

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs