NEW YORK–Pepsi-Cola’s first national consumer promotion for Crystal Pepsi was a collaboration involving the soft drink company, an entertainment marketing firm" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" >

Crystal Pepsi promo is a group effort By Alison Fahe

NEW YORK–Pepsi-Cola’s first national consumer promotion for Crystal Pepsi was a collaboration involving the soft drink company, an entertainment marketing firm

“We are an alternative resource to (Pepsi),” said Danny Socolof, founder, Marketing Entertainment Group of America (MEGA), who assembled the elements and players in the multimillion dollar promo for the colorless cola.
The Pepsi Rock Motion Theatre program includes mobile-simulation venues that travel around the U.S. and Canada. They feature Crystal Pepsi graphics, high-definition screens and hydraulic seats by which viewers can move in sync with a music video created by Peter Gabriel.
Socolof enlisted Gabriel and also suggested Jim Cahill, “an old friend” who runs a freelance boutique, to create the radio support.
Pepsi’s senior vp/marketing Jeff Campbell said that the uniqueness of the Crystal brand enables Pepsi “to get out on the edge a little bit.” That might have led Pepsi beyond agency of record BBDO, or Pepsi promotion shop Tracy-Locke. Campbell said the arrangement was not unusual.
While BBDO doesn’t often create promotional support, T-L, however, seems conspicuously absent from the credits. T-L recently formed a special radio division.
So color stressed that MEGA is more of a “creative ally” for the agencies, rather than a competitor. He said MEGA conceived the “Get Vertical Festival” for Mountain Dew, which Pepsi passed on. The phrase is now used in BBDO ads for the brand.
Copyright Adweek L.P. (1993)