This case outlines the problem that Robb Hadley, the Director of Marketing for the Pepsi Beverages Canada was facing in trying to decide a direction with which to proceed in his marketing plan for the Pepsi Ultimate Taste Challenge 2012. Pepsi taste challenges have been a successful marketing campaign for the Pepsi Canada brand since 1934. Nonetheless, it has not run since 2004 and Hadley is concerned that the 2012 counterpart will not achieve the large goals he has set. The overall problem of this case is whether or not the BBDO, and Hadley himself, sufficiently understood and tackled the social media aspect of the UTC given the particular segment they are attempting to target. More specifically, Hadley was concerned that the social media