When Pepsi’s biggest sports asset (the Super Bowl) came to their back yard (New York City) for the first time ever, we knew we had to go big. With the Super Bowl State of Mind campaign and a massive media buy we were able to speak to NYC with contextually relevant messaging and showcase the excitement for the big event right outside the Big Apple. With Times Square, Broadway, Grand Central Station and more drenched in Pepsi blue the city was a buzz and more Pepsi proud than ever. We even ended up on the front page of The New York Times and USAtoday.com.