So that consumption occurred naturally, we positioned the refrigerators and coolers in hallways that had fixed cameras. This way the action of picking up a PEPSI was repeated several times with continuous visibility.To complete the action, we produced special vignettes connecting the new MTV moment to the new PEPSI positioning, suggesting that the audience consider possibilities thus far unexplored (“It can be very nice, it can be surprising”).“New VJs? It can be very nice, it can be PEPSI.” “New programming? It can be very nice, it can be PEPSI.” 85 vignettes were run on three days.

MTV drew much attention with the factoid of being off the air. And a large part of that attention was drawn towards the consumption of our product.Thousands of youngsters monitored the backstage scenes and described the experience in social networks. And PEPSI’s frequent consumption was one of the most talked about subjects.

For every artist or host that was seen drinking, several messages were freely posted discussing or reflecting on the use of the product itself.

The brand became part of people’s conversations in the best possible way, by spontaneous consumption by their favourite artists. PEPSI was MTV’s new fuel.