Pepsi Targets Teens With Music Download Ad Campaign

Steve Hall

Jan. 23, 2004
1 min read

In a sort of FU to the Recording Industry Association of America, Pepsi has recruited RIAA-targeted file-sharers for an upcoming campaign. The 2o or so teens who have been accused of illegal downloading, will appear in a Pepsi-Cola ad that kicks off a two-month offer of up to 100 million free – and legal – downloads from Apple’s iTunes. The ad, which will air during the February 1 broadcast of the Super Bowl and be seen by an estimated 88 million viewers, is a jab at the download political hot button. Pepsi hopes this move will help teens identify with Pepsi as a company who “gets it” and to bring teens, who’ve shown more affinity for bottled water, energy drinks and the Internet, back to Pepsi products.

Steve Hall

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Pepsi Targets Teens With Music Download Ad Campaign

Steve Hall

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I retired expecting peace and got restlessness instead – until the morning I stopped trying to replace work with something equally important and just let myself sit on my porch and watch the street like it was the most interesting thing in the world, because that Tuesday morning, it was

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Global English Editing

I’m 37 and I’ve already learned the hard way that nobody is coming to save you, nobody is keeping score, and the life you’re waiting for permission to start is the one that’s already passing you by while you stand at the door deciding whether you’re ready

Global English Editing

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I’m 73 and I eat dinner alone every night at a table set for one – and the first time I stopped apologising for it and actually enjoyed the silence, I understood something about solitude that most people spend their whole lives getting wrong

Global English Editing

I spent many years thinking my father was emotionally distant because he never raised his voice or showed panic — and then when I got older myself I realized his calmness wasn’t detachment, it was the hardest-won skill he ever mastered

Global English Editing