How young is....Youngistan?

Youngistan - A brilliant concept, messed up completely by Pepsi. The creative guardians of Pepsi failed to go beyond the Pizza Huts and the MTVs of the world. The basis of Youngistan was the demographics of its TG i.e. youth rather than the psychographics. As a result, Pepsi missed out on a potential opportunity to broaden its consumer base.

The paramount question is, How to define the term 'youth'? What kind of people form Youngistan? Does age matter?

If one goes by the Pepsi's philosophy then I am its core TG, considering my age, education and occupation but if Pepsi notices my lifestyle, behavior, likes and dislikes, it would never ever spend a penny of its marketing budget on me.

Their is a huge segment of 'not-so-young' people whose lifestyle is much younger than the 'Pepsi Youth'. What about them? Shouldn't they be targeted by Pepsi? Youth is not restricted by the physical parameters like age but its defined by several intangible yet important parameters.

Pepsi needs to have a re-look at its strategy. The idea is simple...redefine youth, redefine youngistan.