Football is the most popular sport in the region and both local and international stars enjoy huge levels of popularity. This is Pepsi does so well out of its association with the football and in the market in general. The trick was to make those bottles an intrinsic part of the football fan’s life and inspire them to collect all five. This is why we used the sports pages of newspapers, which are avidly read by football fans of all ages and nationality.

Clearly, this advertising format is not described in any rate card and before we got these insertions at full page rates only (no further premiums), we had to ensure the feasibility of such an operation. In most cases we succeeded and when we didn’t, advertorial matter ran on the rest of the page. The bottles quickly sold out.