The brilliance of the Uma PhotoAds lay in their pacing. Instead of giving away the whole story in one go, the ads were released in chapters.

At its heart, the fan-built lore for Pepsi Uma is tragically romantic. Unlike a standard celebrity crush, Pepsi Uma is a manufactured object—a hybrid of a person and a consumer good. The central relationship is not between her and another person, but between her and the concept of desire itself .