Prior to World Cup 2006 transmissions, team Pepsi created a videoclip using shots for historical matches and jingle for Bienvenidos al Baile campaign. The video seemed to take part of original transmission and audience watched Maradona, Ronaldinho and Ronaldo scoring goals, like they’re dancing along the rhythm of Pepsi jingle. The video became an announcement for each match, and the analogy of dancing and soccer made it easier to associate it with Pepsi.

Even though it was a low budget production, the strategy helped to increase SOM in 1.08%, and a PepsiCo consumer tracking study (by Millward Brown Andean Region), determined that Pepsi obtained 41% of positioning as official sponsor, Coca Cola made a distant second with 20%, McDonald’s 5%, and Adidas 3%.