Both PepsiCo and CBS-TV have been believers in creating buzz by igniting marketing programs with media innovation; they also serve a similar audience—the difficult-to-reach demographic of young men. With the CBS 2009 Fall Season launch as centerpiece and PepsiCo’s interest in growing awareness for PepsiMax, the two companies teamed up to create the first-ever Video-in-Print advertising. They introduced consumers to CBS and PepsiMax video content on the printed page by embedding a video player in
Entertainment Weekly magazine to feature such promotional spots as “Monday to the Max” and “Thirsty for Comedy.” The integration generated exceptional
awareness.
Both PepsiCo and CBS-TV have been believers in creating buzz by igniting marketing programs with media innovation; they also serve a similar audience—the difficult-to-reach demographic of young men. With the CBS 2009 Fall Season launch as centerpiece and PepsiCo’s interest in growing awareness for PepsiMax, the two companies teamed up to create the first-ever Video-in-Print advertising. They introduced consumers to CBS and PepsiMax video content on the printed page by embedding a video player in 