My good friend Steven in Buenos Aires sends this note:

"Maradona said that if Argentina wins the world cup, he'll celebrate naked in the obelisco — a place where fans get together to celebrate victories here in Buenos AIres.

So Pepsi just launched a campaign saying that "if the coach gets naked, so do we". So, if Argentina actually wins it all, Pepsi bottles will go out without labels for a week.

Check it out here.

Considering Pepsi isn't an official sponsor of the World Cup, or the Argentine squad, it's a very smart move. People will remember Pepsi."

Brilliant. Imagine that. In a world of parity and hyper-competition like the soft drink market, Pepsi will take its name off the bottle…and everyone talks about Pepsi because of it. Each bottle then becomes a piece of history, a conversation-starter that is forever part of Argentine culture going forward. That's some good thinking, Pepsi.

And now that Argentina has handily dispatched Mexico to reach the Group of Eight, the campaign grows even larger in importance to my Argentine brethren.

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