LOS ANGELES A campaign for the diet soft drink Pepsi One is being tailored to an unlikely and increasingly hard-to-reach target: the young male, confirmed a source at Omnicom Group's TBWA\Chiat\Day, which created the work.
The "Oneify" campaign, the first work by the agency representing a Pepsi brand rather than an Apple iTunes/Pepsi co-promotion, will snub TV advertising in favor of promotional events, extensive outdoor, a Web site designed by TBWA\C\D's marketing arm, Tequila, and print ads in so-called "laddie" magazines such as Stuff.
The Internet site, oneify.com, features Webisodes, downloadable trading cards and graphic figures by Angelino artist Geoff McFettridge.
Prior to the Oneify work, TBWA\C\D's Omnicom sibling, BBDO, New York, had done all advertising for the brand. Pepsi started working with TBWA\C\D worldwide creative director Lee Clow during co-promotions for Pepsi and iTunes.
Campaign spending is undisclosed. Both the Purchase, N.Y.-based client and the Playa del Rey, Calif., agency declined comment.