Pepsi signs more young celebs for Philippines blitz

David Guerrero, BBDO Guerrero Ortega's chairman and chief creative officer, said the stars were chosen because "they are also inspiring and infectious role models for their generation". The local slogan, 'Kaya Mo To!' (You can do it!), is in line with the international 'Dare for More' theme, while the use of local celebrities is a natural transition from Pepsi's de-ployment of international stars like Britney Spears. Bold, attention-grabbing press and outdoor ads have been launched, with a TV component in the works. The four endorsers appear together and individually. "Pepsi is definitely the drink of today's generation -- the brand that one carries to proclaim that the commonplace, ordinary and average won't cut it anymore," said Maricelle Narciso, Pepsi's VP for marketing. "This unusual campaign aims to convey that message."