Brian Steinberg Senior TV EditorAfter years of breaking into TV programs with commercials, Pepsi wants to get into a little show business of its own.“Cherries Wild” represents something different for the glitzy soda marketer, which has entertained viewers for decades with ads starring Michael Jackson, Madonna and Britney Spears.
The half-hour trivia game show, backed by Pepsi and Fox and se to air Sundays starting February 14, represents a tacit understanding by a major marketer that it needs new tools to reach people who might be interested in buying its beverages.“Consumers are in control more than ever,” says Todd Kaplan, vice president of marketing at Pepsi, in an interview. “They have skip buttons.
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