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PepsiCo SA has commissioned Wideopen Platform to erect a colourful hoarding on Long Street in Cape Town to engage young consumers with the funky softdrink brand.

Pepsi’s payoff line ‘Express Yourself More’ clearly emblazoned on each execution, is targeting young men between the ages of 18 and 24 who currently consume the brand, and with the creative talents of Network BBDO and the media buying skills of OMD, hoping to attract new consumers into its fold.

“The brand is vibey, exciting and youthful,” says Wideopen’s CEO Caryn Cohen. “PepsiCo SA asked Wideopen to assist in heightening the creative personality in strategic locations around South Africa until the end of December 2008. We believe that the increased visibility of Pepsi among South Africa’s young population will lead to increased sales for this softdrink giant. The outdoor portion of the campaign is coupled with energetic television and radio executions.”