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

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

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