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.