SOURCE: Youniverse

March 17, 2008 10:00 ET

Youniverse and Pepsi Celebrate the Visual Generation

Biggest Exchange of Visual Communication Ever Seen

LONDON and NEW YORK, NY--(Marketwire - March 17, 2008) - Today, PepsiCo International and Youniverse announced a groundbreaking partnership that will allow global consumers to discover their VisualDNA™, share it with others, and compare it with the VisualDNAs™ of global superstars from the worlds of entertainment, music, and sport.

The first campaign will kick off on in the UK and Europe and focus on football, football superstars, and football supporters from around the world. Subsequent campaigns for 2008 will focus on music and 'hopes and dreams.' More details of these campaigns will be made available in advance of their public launches. All campaigns will centre around, where consumers can discover their VisualDNA™ by answering visual questions around the campaign themes. In the case of football, their VisualDNA™ will lead them to discover what type of football fan they are, and allow them to compare their VisualDNAs™ with those of global football superstars: David Beckham, Thierry Henry, Ronaldinho, Cesc Fabregas, Lionel Messi, and Frank Lampard. Consumers will also be able to gain access to exclusive footage and downloads from this exclusive Pepsi campaign, as well as connect and compare themselves with like-minded people from around the world. This partnership will be supported by an ongoing multi-million dollar global advertising campaign, which will include TV, print, outdoor and in-store promotions.

Youniverse is a wholly-owned subsidiary of Imagini Holdings, the inventor of VisualDNA™, which has pioneered the use of images to allow people to illuminate their personalities, emotions, and motivations and to discover affinities with people, lifestyles, and products. Over 6 million consumers worldwide have so far discovered their VisualDNAs™, the partnership with Pepsi will increase this significantly. The first phase of this groundbreaking partnership, was forged by Pepsi's digital agency Safari Sundays.

Richard Lee, Pepsi's VP marketing on Pepsi, Starbucks and Sobe said: "We are genuinely excited about this project as we believe this will revolutionise the way consumer, community and brand interact and collaborate with each other in an organic fashion. Working with such an innovative company as Youniverse on a project like this fits with our brand strategy and we look forward to a rewarding discovery together with our partners and most importantly the consumers."

"This groundbreaking partnership with Pepsi will allow people around the world to get closer to their heroes, meet like-minded people, and share their stories, passions, and experiences," said Alex Willcock, founder and CEO of Youniverse. "Youniverse brings life to a new language of communication, a language spoken with pictures. Pictures reveal things about you that words simply can't."

Damon Gorrie, founder and President of Safari Sundays said, "Safari Sundays is thrilled to have brought Pepsi and Youniverse together and we are excited by the huge potential to engage consumers around the globe in a completely different way."

Note to Editors:

About Youniverse

Youniverse enables the world to communicate through a universal language of communication. Youniverse translates the meaning behind a series of images selected by a user into a psychographic composition that describes their tastes and preferences for people, places and things. This is called VisualDNA™ -- a powerful means of identifying and predicting the visual predilections and motivations of consumers. Through this understanding, Youniverse is able to identify what consumers may like and drive the discovery of people, products and experiences.

Youniverse is a wholly-owned subsidiary of Imagini Holdings, the inventor of VisualDNA™. Imagini is backed by leading global investors led by: Niklas Zennström's (co-founder of Skype and Joost) Atomico Investments; Northzone Ventures (previously invested in: Lastminute; Pricerunner; Stepstone etc.); The Accelerator Group (TAG), (recent investments include: Lovefilm; Spotrunner; Agent Provocateur and Stardoll.)

About PepsiCo

PepsiCo (NYSE: PEP) is one of the world's largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 17 brands that generate $1 billion or more each in annual retail sales. PepsiCo's commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company's impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. PepsiCo is listed on the Dow Jones North America Sustainability Index and the Dow Jones World Sustainability Index. For more information, please visit

About Safari Sundays

Safari Sundays is a new media agency that specializes in communication solutions for youth brands across all digital platforms. Safari Sundays large-scale digital brand initiatives utilize cutting edge design and technology solutions to reach out to an international audience of young, technically savvy urban consumers. Safari Sundays has been PepsiCo International's digital agency on record since 2006.

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