Friday, June 18, 2010

Pepsi Will Drop Its Label if Argentina Wins World Cup

NEW YORK (AdAge.com) -- If Argentina wins the World Cup, Pepsi Cola plans to follow the example of Argentina's coach Diego Maradona, who says he'll celebrate by running around naked in Buenos Aires.


Not to be outdone, Pepsi announced that the company's soft drink bottles will be sold for a week in Argentina with no label if that country wins the soccer tournament. To illustrate what that would look like, Pepsi is running print ads this week from BBDO Argentina showing a Pepsi-shaped plastic bottle of dark liquid dressed in nothing but a blue label fastened to the neck of the bottle reading, "If the coach goes naked, we will, too. Pepsi promises."


Mr. Maradona, a frequently controversial former soccer star who is coaching his first World Cup team, apparently responded to a radio interviewer who asked how he would celebrate an Argentine victory by saying that he would strip and run naked around the Obelisk, a famous Buenos Aires landmark.


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