Will Pepsi’s social media gamble pay off?

Pepsi is taking an enormous gamble this year by relinquishing the Superbowl ad spot it has held for 23 years, instead trading it in for a $20m social media campaign.

But with only 250,000 actively engaged Facebook fans compared to Coke’s 4 million plus, Ideaworks’ head of digital Aden Hepburn ask, will it work?  



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