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for the launch of pepsi-co’s “g-series pro” ceft and company created and influencer event for a hand selected 75 guests–from the press elite, blogger-sphere and the world of professional sports. ceft and company turned georgio deluca’s (of dean & deluca) penthouse apartment into a pro-athlete’s dream pad, showcasing how for a pro, sports and life are inseparable. eli manning and ladainian tomlinson battled each other over a game of foosball, and diddy took the athletes route and climbed the eight floors of stairs in order to get to the penthouse floor. from the event, more than 100 stories were generated, including MTV, the wall street journal and the ny times. this resulted in a reach of more than 79 MM impressions, all in just two weeks.

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