No-TV campaign from Pepsi

on NYTimes

Oneify - Campaign website for Pepsi One.

The media strategy of forsaking television, so unconventional for Pepsi-Cola, is emblematic of efforts by major marketers to seek nontraditional methods of reaching increasingly elusive audiences. These approaches are often used to appeal to young consumers, who are as likely to be playing video games, sitting at PC's or sending text messages on their cellphones as they are to be staring at TV sets.

The campaign is "a smart thing for Pepsi to do," especially in trying to "capture more male consumers, because the big diet colas, Diet Pepsi and Diet Coke, definitely skew somewhat female," said John D. Sicher, editor and publisher of Beverage Digest, an industry newsletter based in Bedford Hills, N.Y.