SPONSORSHIP INCREASES PRESENCE & PREFERENCE FOR BRANDS

1. SPONSORSHIP INCREASES PRESENCE & PREFERENCE FOR BRANDS WHAT: • Pepsi Max’s sponsorship of Lost RESULTS: • Unprompted awareness of Pepsi Max was higher against their target audience after the association with Lost • Pepsi Max as the forefront fizzy drink was also 94% higher against Pepsi Max’s target audience after the Lost series • Preference for Pepsi Max doubled against the target audience and all Lost viewers in general • The target audience was 41% more likely to trial while all Lost viewers were 53% more likely to trial • Purchase Intentions went up by 33% against the target and 42% against all viewers WHY: • To build presence and preference of Pepsi Max’s brand within their target audience HOW: • On air sponsorship over 24 weeks from Feb – July 2006 SOURCE: AGB & Colmar Brunton Research