Every 4 years there's an opportunity for football fans: The World Cup. Like all Argentines, Pepsi is a fan. But Pepsi wasn’t an official sponsor. Therefore: we couldn’t use words like World Cup, Selection nor South Africa 2010. Until…Maradona promised to run naked around the Obelisk if Argentina won the World Cup. So we decided to stand by him. If Argentina won the World Cup, Pepsi, for the first time in history would be sold naked, without a label, for a month. Pepsi promised: "If the coach goes naked, we will, too." We gave 300 samples of the "naked" bottles of Pepsi to key social influencers and made public our promise. Then we invited the Argentines to join us and get naked on Facebook. 14,000 people nudified their profile. Everything was all set in case Pepsi had to go naked. But we only got to the quarter finals.

- We sent 300 samples of the “naked” bottle of Pepsi to journalists and key social influencers.- We made public our promise through an OOH and print campaign.Our promise was heard around the country immediately.- We invited the Argentines to join us and get naked where everybody gets exposed: on facebook.Everything was all set in case Pepsi had to go naked. But Argentina only got to the quarter finals.

1- 14,000 people nudified their profile on Facebook spending an average of more than 6 minutes in our website.2- We received USD 720,000 in free media.3- Pepsi became one of the 4 brands most associated with the World Cup (the other 3 were official sponsors).