This is a bigger idea than our previous marketing. We think it will really drive excitement around the Pepsi brand, as people start talking about the sweepstakes.

It's a great platform to release new, 'big-idea' creative material.

Today, brands are not the preserve of marketing department. Brands are too important to be left to the marketing department - or any other 'department,' come to that. Organizational ghettoes do not create vibrant world-changing brands.

Soft drinks are a big part of it but they are just part of it.

That's completely inaccurate. We have a long history and strong track record of supporting diversity in our advertising.

We're looking for a big opportunity and a big audience, and this is where you find it.