Started as consumer-driven effort, created special shopping channels such as one around Safeway. Something that was across the country, consumer centric, could adapt it locally. Made them and us look
good.
Moreover, shopper mktg extensions + celebrity (oops, showing slide of Yankee ads in Red Sox Nation!). Now, we had celebrities (MLB stars) asking fans to vote for Pepsi Refresh projects.
This had deep pop culture relevance.
All done digitally, of course.