This was going to be a tough match. Pepsi had been losing ground to Coke and soft drinks were losing share of mind in a fast moving youth market. Volume and shares were down and Pepsi's football equity was very weak. To quote one savvy 16 year old it was "all image and no substance". Its 'Ask for More' proposition had become hollow. Our goal was to revive Pepsi's volume and market share and make 'Ask for More' a tangible point of difference amongst teenagers. To do this we had to make Pepsi a player in football.

MindShare got up close and personal with Britain's teenagers through our proprietary 'Youthwatch' research programme. This gave us significant insight into the relationship that teens have with their football heroes. Armed with ten Pepsi sponsored world-class players, we devised and implemented a total communications strategy that embraced all consumer touchpoints. This included the creation of most non-TV creative content in collaboration with media owner partners. We captured teenager's hearts and minds to deliver Pepsi its most significant win in years, on what had become Coca Cola's home ground – the World Cup.

Its remarkable results. With a budget of only £1.5m (Coke invested £5m+ and was a tournament sponsor) Pepsi's market share rose by 7% during the campaign, communications awareness reached a five-year high and according to Millward Brown, more youths thought Pepsi was a World Cup sponsor than Coke! A classic case of 'ambush marketing'.

Its guiding insight. Teenagers want exclusivity, tangibility and ideas they can participate in. We truly delivered this and made Pepsi's proposition ring true.Its creativity. We pioneered new ways of using every medium and our interactive television advertising was a world first.