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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.
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