$10 million Pepsi buy. (radio advertising campaign) (Brief Article)

Broadcasting & Cable, July, 1993 by Viles, Peter

Pepsi has launched a $10 million summer radio campaign that uses format-specific spots customized for rock, urban and country stations. The campaign marks the first time that Pepsi--one of the largest national advertisers in radio--has used spots customized for different radio formats. The campaign was created by Dallas-based Radio Monsters, itself a newly created division of Tracy-Locke, a DDB Needham agency.

Dallas is already home to The Richards Group, which won the first-prize Mercury Award in 1992 and is one of the most respected creative shops in radio advertising. Jeff Campbell, senior vice president, brand development, Pepsi-Cola Company, described the customized spots as a way to "speak to consumers in their own language." Said David...

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