Issue: Coyne PR needed to create a jolt of excitement to launch new Diet Pepsi MAX to the media and consumers nationwide.

Idea: Tying into the “yawning” marketing theme that was already in place, Coyne PR created the “Diet Pepsi MAX Yawn of Time” survey, revealing just how tired Americans are and the culprits of their tiredness. A key strategy was to utilize the survey content across a wide spectrum of media, from workplace to food to features.

Impact: The campaign results were an eye opener, generating more than 90 stories and 35 million media impressions, including five syndicated stories. Articles appeared in the Gannett News Service, Copley News Service, the MSN homepage, and newspapers including the Los Angeles Times, Indianapolis Star, Kansas City Star, Baltimore Sun, Atlanta Journal Constitution and Chicago Sun-Times, among others.