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.
February 21, 2018 in Marketing
Claim and proof are the driving forces of the What’s The Idea? brand strategy framework. Find a claim (a simple, endemic idea that sets your product apart from the competition), then array three proof planks beneath. Proof sells the claim. It is evidence. The planning rigor, unlike many, is evidence-based. It’s not overly complicated. That’s […]
February 20, 2018 in Marketing
Highland Brewing is “an original” craft brewery located in Asheville, NC – founded in 1995 by Oscar Wong. When I moved to Asheville and having becomes a big fan of the Highland Gaelic Ale, I decided to contact president Leah Wong Ashburn for a quaff and chat about branding. Ms. Wong, I learned, was way […]
February 19, 2018 in Marketing
One of the keys to good brand planning is the consumer interview: Getting consumers to open up and share deeper insights. To start you must do some shallow digging, but you don’t want to stay there too long or the process will feel like an online survey. If you sound like a research survey, you […]
February 16, 2018 in Marketing
I went to the Starbucks yesterday, one housed in my local Ingles grocery store, and a nice young women in a non-descript polo shirt came to serve me. I was looking for an Ingles logo on the shirt, but didn’t see one. Within a minute another woman walked into the Starbucks retail space with a […]
February 15, 2018 in Marketing
As a brand planner, whose primary concern is developing master brand strategy, my discovery phase is all about finding the right claim and the three most motivating proof planks supporting that claim. This claim and proof framework is perhaps the simplest most easy to understand means by which to build a brand. Claim and proof […]
January 30, 2018 in Marketing
I’m working on an assignment that has me reading a child development text by a PhD and clinician who also happen to be parents. The text delves into brain function. Fellow brand planner and friend Megan Kent has built up a great practice mapping the brain to preference and emotional attachments to brands. Check her […]
January 29, 2018 in Marketing
I was reading a recipe this weekend for chick pea chili (don’t judge) and decided right off the bat I’d never make it. Not for the chick peas, not for the drive to the grocery store(s), but for the over complication of ingredients. I favor minimalism in my cooking. It’s easier to taste a few […]