To engage the teen market by integrating the brand into every moment of teen life and by facilitating interaction among their communities, through a series of linked touch-points and branded experiences; to drive scale associated with the mega brand of Pepsi through mass media, linked to more personalised, emotional and collective experiences on the streets, in the stores and in the digital world; creating a passport to stimulate, to inspire, to demonstrate their talents and to connect.Starting with introduction of multiple TV and cinema treatments, linked to product placement and Sponsorship; linked to online (including downloads, competitions and promotions). Linked to above the line and in-store consumer promotions and competitions, to the streets throughout home domination and interaction. Including re-branding THE teen hangout area as "Pepsi Square", and the first interactive bluetooth bus shelters in Thailand.

Significant improvements in brand share and all key brand attributes, significant levels of media coverage generated. 164% increase in website traffic and the most viewed within category, approx. 15,000 downloads from the bluetooth OOH site in the first 8 weeks. Over 12 million proofs of purchase.