I was just reading about the new Pepsi Challenge. It will take place primarily in social media, using Usher, Serena Williams, other personalities and web denizens. From a strategy point of view the only thing I can glean is that the goal is to blend “social responsibility with social culture.” Forgive me but isn’t this “Pepsi Refresh” 4 years later? This time just with expensive spokespeople? Packaged using an old campaign line from twenty years ago?
It almost feels like they rushed the story to market half-baked to beat some Coke announcement or poor earnings report. The effort is going to cost millions globally and, no doubt, will do some good. It may even sell a few cases. But the whole campaign feels very social media bandwagon and derivative. More importantly, it’s non-endemic to the product. Something McDonalds could easily do.
I’m not feeling this marketing effort and suspect it will be nice window dressing for the Pepsi corporate offices and its ad agencies; as for taking a chunk out of Coke’s hide, not going to happen. What’s the Idea?
PS. For WTI posts on Pepsi Refresh, click here.
September 20, 2017 in Marketing
The second most important and difficult task in brand building is adherence. The most important task is actually developing a brand strategy. I’ve written about adherence before, a borrow from the medical community, because it is so, so important. The initial adherence task for the marketing and brand team is to get senior management on […]
September 19, 2017 in Marketing
A couple of years ago I wrote a brand strategy for an accountable care organization. An ACO is a physician group, the rules for which are shaped by the Affordable Care Act. It was an exciting project and one I felt was quite political in nature. The brand strategy captured and celebrated the best of […]
September 18, 2017 in Marketing
One of the things I dislike about advertising can be summed up by the words of an ex-client many years ago. He killed an ad made by some reasonable craftsman at FCB/Leber Katz saying “It just doesn’t do it for me.” Client’s prerogative, but not helpful. I coined the term “like-ometer” after that meeting. Judgmental […]
September 15, 2017 in Marketing
I was reading about the NY Public Library yesterday and its Beaux Arts design, which led me to look up Beaux Arts (pronounced Boh-Zahr) in Wikipedia. Love Wikipedia. The Parisian Beaux Arts school was big in the late 1800s lasting until the first quarter of the 1900s in the U.S. As architecture goes this stuff […]
September 12, 2017 in Marketing
A number of years ago I subscribed to an advertising magazine called Lurzer’s International Archive. It showcased the best ads in the world every month. I often found creative people thumbing through Archive looking at pictures and ideas inspiration. M advertising work in those days was in technology. Often with Bell Labs engineers. When they […]
September 11, 2017 in Marketing
Every business needs a promotion, something to jump start revenue when things are slow. My go-to promotion for the last few years has been a “Free Day of Planning.” I offer up my services for one day, free of charge. Try before you buy. I had an opportunity to do some strategy work on Heineken […]
September 8, 2017 in Marketing
There’s a chain of fast food chicken restaurants in NC called Zaxby’s. I’ve yet to eat there but am sure it’s competitive with others in the space. I’ll have to do some research. Yesterday I had a couple of meetings and presentations in which I discussed the “Fruit Cocktail Effect.” When a brand tries to […]