The Pepsi One campaign was built on the idea of "Oneify" - uniting two unlike things creates something new and exciting. For instance, full flavour and one calorie. With a sense of mystery and whimsy (and no TV ads), the Oneify site is the anchor of the campaign. This approach, which shifts focus from commodity to philosophy, allows us to engage a normally skeptical target. Because graphic designer Geoff McFetridge created the characters, the site has a big draw among its audience of young trendsetters. Animated webisodes and downloadable trading cards let visitors incorporate Oneify into their daily lives.