We discussed last week how Pepsi, embarrassed by having fallen to No. 3 in market share below Diet Coke, was launching a big new global ad campaign featuring Nicki Minaj, a Betsey Johnson cameo, and a back-from-the-dead Michael Jackson in an effort to get soda drinkers' attention again. "While we might not be the leading cola, we have always behaved like we were," the company's new chief creative officer, Brad Jakeman, tells Ad Age, insisting that the new strategy is unlike the many that have come before it. "This brand does not need to be reinvented. It needs to be reignited."