Problem How can Pepsi make a statement in the birthplace and home of their key rival leading up to Super Bowl LIII?? Solution With an unmissable wave of playful out of home executions in key locations near the game. Background Super Bowl LIII was hosted in Atlanta, GA – the birthplace and home of Coca-Cola. The unofficial capital of this city is the World of Coca-Cola, a museum and major tourist attraction located right downtown. Outside its doors stands a life-sized statue of Coke’s founder, John Pemberton – a very popular photo op for both visitors and locals. As both an NFL Sponsor, and the official sponsor of the Super Bowl, Pepsi was in hostile enemy territory, but for Pepsi, not showing up was not an option. This unprec- edented dynamic had national media outlets like

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