Yes - we are!
I agree the shift from Feature to Smartphones would have made the Pepsi campaign work better now than it did then. On your other point, I also think that the uptake of SMS vs. uptake of QR will be very different for loads of reasons (massively slower).
All I ask is that companies go into these type of things with their eyes open and are not peddled things that won't do what they need today or aren't made aware of the alternatives.
The point being that we need to offer the right tech level for all of the people we want to reach otherwise you sacrifice consumer interaction.
Keep up the good work!