This email goes out to more than 5 million Pepsi X-tras members on their respective birthdays. Its objective is to deepen the relationship between these people and the brand by giving them an off-the-wall electronic present on their birthday that is guaranteed to make them smile. Secondary objective was to reactivate Pepsi X-tras members who have been dormant for more than 90 days, and this email has been spectacularly successful in this regard. The wacky birthday song appeals to Pepsi's young, hip target audience (12-35, bull's eye 24). The email can be forwarded to a friend and there are additional versions of the song to 'listen to', including one by a mime and another by a cat. The MacKenzie twins have since developed a cult following.