At PepsiCo, employees sample campaign first

02/16/2009 | Adweek

Before PepsiCo unveiled its "Word Play" campaign, it marketed the concept directly to employees. Bill Wyman, senior marketing manager for trademark Pepsi, calls the concept "invertising." Wyman says, "If we were going to be successful in the marketplace, we were going to have to live and breathe the Pepsi brand with all of our employees."

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