More funny business for Sierra Mist campaign

February 16, 2007 PepsiCo's Sierra Mist, which has made comedy the centerpiece of its marketing strategy since the brand launched in 2001, is planning to expand its role in discovering new talent and creating original comedic content this year with an online contest for animated shorts and a multi-episode TV series based on its "Stand Up or Sit Down" comedy competition. Sierra Mist senior marketing manager Adam Harter said Sierra Mist is planning to turn its "Stand Up or Sit Down Comedy Challenge" -- which the company said delivered 5 billion impressions on MySpace last year and resulted in a one-hour special on TBS -- into "something even bigger" this year. The finalists were chosen by a panel of judges as well as MySpace voters who viewed video clips of the 755 contestants' comedy routines online followed by a MySpace broadcast of the 10 semifinalists performing at the Improv in Hollywood.

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