Have you seen the new Pepsi One TV spot? No? That's because there isn't one. The NYTimes has the details of a strategy to reach young men with "offbeat alternatives that include promotional events, online films, posters put up on construction sites, even trading cards" along with the refusal to call a diet soda "diet" because that would sound too girly. Instead the centerpiece of the campaign is this site.
So yeah, advertisers are continuing to struggle with the same problem girls have always had -- how to make young men pay attention.