A piece was created that flooded the screen with Pepsi Blue, while the presenters spoke on kindness of the product, to give the sensation to be full of the Pepsi spirit at Christmas. This was throughout programs of local production that had excellent credibility. We used programs that appealed to youth.

This strategy achieved the target because the wholesaler had to fill the channels of distribution in the second week of the campaign. The consumers requested the product by colour, which attained an increase of 5% versus the previous year and an increase of share of the market of 2%.