In an extremely competitive beverage market, Bill Osborn, General Manager of Refreshment Services - Pepsi, said his promotions had been basically one-dimensional, limited to advertising on one of the local television stations. He needed to increase market share and sales for Pepsi in the face of the competition. Working with MillerWhite Marketing, Pepsi was able to take advantage of media dollars provided by the national corporation through leveraging cost-effective Media planning/buying and negotiations, event tie-ins and additional methods to gain community visibility, reach more consumers and increase exposure throughout the area.

MillerWhite helped Pepsi use its media dollars to leverage the purchase of radio remotes that increased consumer engagement with its products, including the grand opening of a new Super Wal-Mart, which drew a great deal of public attention. In addition, MillerWhite leveraged its own client base for promotions. Pepsi did a Tailgate Party with Baesler's Market at an Indiana State University home football game. With Dorsett Mitsubishi, it promoted a truck giveaway, and with WTWO/WFXW it gave away a spring break trip. During the Dorsett promotion, it built an e-mail database for the Wabash Valley Consumer Connection newsletter, a MillerWhite product which Pepsi sponsored and through which it received additional exposure. Pepsi also became proactive in the community through MillerWhite's relationship with the Chamber of Commerce, leading to sponsorships for downtown festivals and community events.

The optimizing of media dollars and maximizing of exposures paid off in increased sales for Refreshment Services - Pepsi. In the first year of its association with MillerWhite, it not only built a better relationship throughout the community and better brand better recognition, but it also realized a 6% increase in sales.