Diet Pepsi - Ray Charles April "National Uh-huh Month" (1992) :30 (USA)

In 1991, Pepsi-Cola introduced Ray Charles as the singer for their Diet Pepsi brand with the catchy phrase, "You got the right one baby, uh-huh!" Consumers loved the ad campaign created by BBDO Worldwide, making it one of the most memorable and likable campaigns of that year. This popular phrase became so well-known that it even appeared on clothing and soft drink packaging.

However, despite the positive response to the advertising, Diet Pepsi's market share remained unchanged from the previous year, according to the industry newsletter Beverage Digest. It ranked fourth among America's leading soft drinks with only an 8 percent share.

To increase sales, Pepsi executives are planning an extensive and expensive marketing campaign for the 28-year-old Diet Pepsi brand. Starting on February 25th during the Grammy Awards telecast on CBS, Diet Pepsi will launch a series of events to convince America that April is "National Uh-huh Month".

Client: Diet Pepsi
Director: Joe Pytka
Principal talent: Ray Charles, Melaini Paul, Gretchen Palmer, Darlene Dillinger