In Mexico, Pepsi's strongest competitor is not the usual suspect: it is indifference. People just don't talk about Pepsi. And this reflects on market share as well, with only 7%.

We decided to leverage the launch of a new bottle to restart the conversation around the brand, and we did that by facing the problem directly with a brave concept: some people will love the new bottle and some will hate it.

We needed to engage opinion leaders and force them to take a stand —love it or hate it.

The PR campaign was one of the key detonators to the overall launch, and therefore was coordinated to make sure that the different opinion leaders received it in time for them to react in their different outlets when the ads were hitting the TV, outdoors, radio, and digital.

- Huge rise in Pepsi mentions in Social Media, over 334%

- 1.7% rise in sale for that period

- Market share rise of 3%

- Hundreds of articles and comments on blogs and press

- The absolutely best result: Get people talking about Pepsi again.