The goal is to engage audiences beyond a 30-second ad.

There is no doubt that celebrities add excitement and fun, but in the end the commercial has to tie into our brand. The goal is to make sure people are talking about our commercial the...

It is a great event but it is just one night. We are looking for events that help us execute marketing over a longer period of time.

Pepsi is willing to undertake similar efforts for any retailer interested, provided it makes economic sense.

We offer all sorts of … content they haven’t seen on TV. The Web site offers the perfect medium to do that.