Pepsi Experiment Gathers Momentum

Rapper Scarface ponders materialism in rap music. Rocker Andrew WK describes his musical style. In between are videos and commercials—and every spot is for Pepsi brands. In addition, the DJ hosts sprinkle Pepsi’s name throughout.

This is Project X, a 30-minute experiment in reaching the notoriously elusive Gen Y demo through local rather than national outlets. The program was created by marketing firm Synergy for Pepsi, which launched the pilot show in April in Washington and will roll it out during the next few months across the U.S.

Project X originally was hosted by DJs from Washington-area Infinity radio stations WHFS and WPGC.