Singapore, 23^rd May 2008 – In an effort to establish a lasting presence at the upcoming Euro 2008, Pepsi, with media and creative support from Mindshare Singapore and BBDO Singapore, will launch a football-themed Outdoor campaign later this month on JCDecaux Streetside Network to increase its share of voice during this period.

Specifically targeted at youths aged 15 to 24, the campaign aims to prop up the spirit of playing by featuring Pepsi's celebrity footballers such as Ronaldinho, Beckham, Henry, Fabregas, Messi and Lampard. As the leader in youth entertainment, Pepsi ensures that it continues to be an experience catalyst with teens and young adults, and to be recognized as a dynamic brand that consistently engages its target audience.

JCDecaux has been chosen to endorse this campaign due to its strong network presence. The campaign can be spotted at the Somerset hoarding, which is located along the key Orchard shopping belt, commencing 20th May and runs for 6 weeks. In addition, 12-sheet and 6-sheet posters have been employed to attain islandwide coverage for the campaign.

"The idea is to create a football campaign that transcends the ordinary, provides entertainment and most importantly, creates a larger than life effect on its audience. Under the global positioning of 'endless possibilities', Pepsi, for the first time, invites its audience to make their impact in the world of football.The end result is a series of outdoor executions that not only embraces Pepsi's dynamic positioning but also one that actively engages and interacts with its target audience," said Tricia Fong, Senior Account Manager of BBDO Singapore.

Pepsi has also focused its campaign online, where it targets the segment in an interactive and entertaining environment, where opinions can be shared and heard by all.

Mindshare Singapore and BBDO Singapore handled both media and creative duties.

Campaign period:     20 May ~ 29 June '08