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Leonard during a CBS interview in 1996 (CBS News, via YouTube) Moreover, it cost ~ $33m to manufacture and - needless to say - wasn’t available to the general public.Īt 7m Pepsi Points, the jet was a steal. Capable of taking off vertically and carrying 10k pounds of bombs, it had been called the “most captivating and the most dangerous plane in the US military.” He knew, from an interest in flying, that the Harrier was a US Marine Corps aircraft used extensively in the Gulf War. Then a 21-year-old business student at Shoreline Community College, he saw the Harrier jet as a legitimate offer - and sniffed an opportunity for promotional arbitrage. Leonard first saw the commercial during a Pacific Northwest test run in February of 1996. Most of the kids who saw the commercial - members of the so-called “ Pepsi Generation,” a new class of youthful consumers who cared more about lifestyle than brands - figured that the jet was part of Pepsi’s zany sense of humor and not a real prize.īut in Seattle, Washington, a young man named John Leonard wasn’t laughing. Notably absent from this list of items was the Harrier fighter jet. The catalog included 53 items in total - most of which were your run-of-the-mill corporate swag: T-shirts, hats, and beach towels. Customers could also purchase Pepsi Points for 10 cents each.Customers could save up the points and redeem them for items listed in a Pepsi Stuff catalog.Billions of Pepsi products around the US were marked with “ Pepsi Points.” A 2-liter bottle of Pepsi was worth 2 points a 12-pack of cans yielded 5.
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Please try again!ĭelivered weekdays plus a bonus Sunday feature. In total, this promotion cost Pepsi an estimated $200m ($350m today) to roll out, including $125m worth of merchandise. It was, per The New York Times, the “largest promotional campaign in the company’s history” - one that Pepsi hoped would steal market share from Coca-Cola at the tail end of the decades-long Cola Wars.
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The commercial was the national debut of a promotion called Pepsi Stuff. “HARRIER FIGHTER … 7,000,000 PEPSI POINTS” flashes across the screen as the music crescendos into a fade-out. The narrator chimes in - “ The more Pepsi you drink, the more great stuff you’re gonna get!” - and the scene shifts to the teen landing a computer-generated Harrier fighter jet in front of his high school, blowing the clothes off a bewildered principal in the parking lot. Said teen then swaggers through a door in a leather jacket (“LEATHER JACKET 1,450 PEPSI POINTS”) and flips on a pair of blue-tinted sunglasses (“SHADES 175 PEPSI POINTS”). The text, “T-SHIRT 75 PEPSI POINTS,” appears to the beat of a military drum line. It opens with a cocky teenager donning a Pepsi shirt.
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Luckily a Pepsi delivery truck arrives, and they take a big break.In the spring of 1996, Pepsi debuted a hot new TV commercial. What happens is that the gas station attendant opens the last can of Pepsi in front of them. The two phenoms continue to go head-to-head after the difficulty of their shots gets big. They both try to perform a trick shot that can’t be matched. It’s a friendly game where each one shows their athletic capabilities and elite talent. In a remote gas station without anything to see for miles, Lionel Messi, together with Mohamed Salad do a duel for their last can of Pepsi. As you might already know, this one features Lionel Messi. Pepsi ads are known for bringing a lot of public persons in their story. Pepsi TV Commercial, ‘The Last Can Standing’ Ft. Pepsi brought football tickets collectors and asked them to exchange the most valued ones for the Champions League finals ticket. It is inspired by the Champions League, one of the biggest interclub soccer championships in the world. One of the Pepsi Ads that brought a lot of attention to it is this one.