2010 SILVER

MEDIA INNOVATION

'MONDAY TO THE MAX' FIRST-EVER VIDEO-IN-PRINT

CBS & PEPSI, CBS & PEPSICO

George Schweitzer, President of Marketing, CBS
Anne O'Grady, EVP Marketing, CBS
Derek Milstead, Promotional Marketing, CBS

Frank Cooper, CMO, Pepsico
Seth Kaufman, Dir. Of Media Strategy, PepiCo
Chad Stubbs, Media Strategy & Investment, PepsiCo

OMD

Alan Cohen, CEO
Jonathan Haber, US Director, Ignition Factory
Jack Choate, Project Manager, Ignition Factory
Wanda Kato, Group Account Director

OMD

AMERICHIP

ENTERTAINMENT WEEKLY (TIME INC.)

With the severe downturn currently accelerating in the print industry, we identified the medium as ripe for innovation and re-invention. The goal was to do something in print that would ensure the integrated messaging for CBS and PepsiMax would come to life and for the first time organically tie the print medium to a true television experience. As a centerpiece to its 2009 Fall Season launch campaign, CBS, with new promotional partner PepsiCo, introduced the first-ever use of video in print advertising. Introducing readers of a magazine to the allure of sight, sound and motion and directly delivering consumers CBS and PepsiMax video content on the printed page.