Agency: BBDO Canada |
Diet Pepsi – Sustained Success, 2002–07
Gold: Sustained Success
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): January 2002–May 2007Start of Advertising/Communication Effort: January 2002Base Period for Comparison: Calendar 2001
“Nobody trips over mountains. It is the small pebble that causes you to stumble. Pass all the pebbles in your path and you will find you have crossed the mountain.”
Guo Xiang (c300 AD)
This is a case about stumbling over and then kicking away pebbles to climb a mountain. It's about learning to crawl cautiously before attempting an enthusiastic sprint.
2002 was good for...