Singapore, 11th May 2007 - Youths, listen up! Pepsi-Cola invites you to embrace more exciting challenges and celebrations in a new world of Pepsi experiences in JCDecaux Scotts underpass, which commenced on 9th May.

Pepsi-Cola has launched a new global brand philosophy in a BIG way this May - a philosophy that is all about brand-consumer interaction. This is part of a 3D marketing campaign which will be seen all over the world through TV, radio, out-of-home advertising, print, packaging and online media. In 109 years, Pepsi-Cola’s look has only been changed 10 times. The launch in Singapore is therefore significant as consumers will see the unveiling of 35 new pack designs globally, in 2007 alone.

Targeted at youths aged between 16 to 25 years old, this three-week long campaign showcased the changing faces of Pepsi in JCDecaux Scotts Underpass in an unmistakable Pepsi blue, headlined by the proposition "one life, endless possibilities". By extension, the creative, which utilized 4-sheet posters, vinyl stickers and 2D pop-ups of the internationally recognizable Pepsi cans, is a rotation of can designs, reflecting the fast and ever-changing interests of the Pepsi audience. Young people embrace change and seek discovery, connectedness, personalization and multiculturalism. Consumers can enjoy a different experience each time they buy a Pepsi.

"Outdoor was chosen as a medium to support this launch as it allowed Pepsi to showcase various can designs in high-traffic areas with SCALE. Given that the creatives are highly graphical in nature and the canvasses themed on various youth interests, a dedicated outdoor location such as this gave Pepsi the opportunity to ‘own’ a segment of town to fully immerse consumers in its new philosophy. This mallscape site at JCDecaux Scotts Underpass was hence chosen because of its proximity to areas of town frequented by the youth, commands a high-traffic footfall and the opportunities to wrap an entire area in Pepsi’s new look", adds Frances Alvarado, Account Manager of BBDO Singapore.

The media placement duties were handled by Mindshare Singapore while the creative was crafted by BBDO Singapore.