In Spain, Coca Cola is the market leader over the main competitor, Pepsi. It was difficult to convince bars to switch to Pepsi as people chose the competition. So, we wanted everyone to rediscover the taste of Pepsi via a promotion linked to one of our target's favourite pastimes: music. We designed and set up a music festival with concerts featuring well-known artists playing in bars where Pepsi is sold. What was unique about this festival? The tickets were only available on the labels of Pepsi bottles.