"Pepsi is clearly gunning for a youthful audience with this sponsorship of a special 'Western' issue of the popular monthly football title, which ties in perfectly with its current TV advertising campaign. The cowboy theme continues throughout the magazine with a Pepsi sheriff's badge next to every page number and some pun-titled editorial (The Three Amigos, Last Chance Saloon, Magnificent Seven), as well as a competition to win a 'showdown' with Beckham.
"It is refreshing to see an advertiser willing to back up television spend with an innovative use of press and MindShare has clearly worked closely with the Shoot editorial team in order to communicate fully with the target audience. Sharp shooting indeed."
Medium: Shoot magazine
Media planning: Josh Gledhill at MindShare
Media buying: David Wilding at MindShare
Creative: Ketchum Life and Shoot magazine
Brief: Tease Pepsi's Western-themed TV commercial to teenage football