For a New Brand, Pepsi Starts the Buzz Online

A beverage marketer known for pouring money into splashy ads in the traditional media is taking an unconventional approach with a new product.The decision by the North American division of Pepsi-Cola, part of PepsiCo, is another sign of the growing use of new media to introduce brands in mainstream categories like packaged goods. Such shifts in media-planning habits by companies like PepsiCo, Coca-Cola, Kraft Foods, Procter & Gamble and Unilever are the reason that spending for ads online is increasing far faster than for any other medium.
http://www.nytimes.com/2008/03/14/business/media/14adco.html

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