Under Pottasch, the "Pepsi Generation" marketing campaign was launched in 1963. Pottasch's "Pepsi Generation" marketing campaign has been called groundbreaking because it focused on the "attributes" of the consumers buying Pepsi's products (sometimes called "selling a way of life"), not just attributes of the product itself, such as price or taste. This was a very uncommon marketing strategy for a company in the early 1960s. The campaign and Pepsi Generation theme was launched and aimed at young Baby Boomers just as they were becoming an important consumer and demographic group. The campaign was a risk for Pepsi. Years later Pottasch said in a podcast posted on Yahoo's "Giants of Advertising" web site, "For us to name and claim a whole generation after our product was a rather courageous thing that we weren't sure would take off."