You start by saying you propose boundaries on what we define as advertising, but you never define those boundaries. Did you get lost in the navel-gazing prose about space?
Also, you say that Pepsi needs to generate positive news. Is the industry press not news? In today’s media landscape, content consumption IS often the news (look at how many articles in NEWS publications are written about something that happened on social media), so having a product appear within popular content is effectively news to everyone.
So what is your point? That the branded insertion wasn’t branded enough?