The goal is to engage audiences beyond a 30-second ad.

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We offer all sorts of ... content they haven't seen on TV. The Web site offers the perfect medium to do that.

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Pepsi is willing to undertake similar efforts for any retailer interested, provided it makes economic sense.

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There is no doubt that celebrities add excitement and fun, but in the end the commercial has to tie into our brand. The goal is to make sure people are talking about our commercial the day after Super Bowl and the weeks following the game.

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