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Pepsi Signs Serena Williams, Usain Bolt To Launch Social Effort

The "Pepsi Challenge is back," and the beverage brand has signed "a crowd of celebrities," including athletes like Serena Williams and Usain Bolt, for its new marketing effort. In a yearlong promotion beginning today, Pepsi "ambassadors" will "recruit consumers to participate in a series of challenges." Every month, the endorsers will "use social media to issue a new challenge – many of which blend social responsibility with popular culture." This comes as Pepsi is "aiming to expand its global presence, particularly in emerging markets" (N.Y. TIMES, 3/11).

SBJ Morning Buzzcast: May 3, 2024

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