I have to be honest. The outcome will be a very aggressive AD war.

Two fronts:

One, marketing people who just got left on terrestrial earth, feeling like chumps. They want in on that action.

Two, a ton of ordinary people, me included, who will seek to marginalize the living fuck out of Pepsi, maybe even also having had favorable thoughts about the brand, because just because a thing can be done, does not mean it should.