To keep Pepsi front and center with young adults, and to compete with rival Coke’s American Idol lock, the soft drink blanketed The X Factor with attention.
Pepsi cemented an association with the TV hit, creating in-show, digital, social and retail programs, as well as experiential events. Viewers were singing their praises: 52 percent purchase intent and
71 percent brand likability.
Find the complete list of 2012 OMMA Awards Finalists
here.
Winners will
be announced at the 2012 OMMA Awards reception in New York on
October 1, 2012