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To celebrate the 40th anniversary of its successful Pepsi Challenge, Pepsi recruited a slew of celebrities including Usher, Serena Williams and Usain Bolt and Vine/Snapchat star Jerome Jarre to invite consumers to participate in a series of challenges through social media. The yearlong campaign, which began last week, will feature Pepsi’s celebrity “ambassadors” issuing a new challenge each month and encourage consumers to “do something different.” The challenges could involve technology, music or sports, according to reports.
Source: Fast Company 3/11/15