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.
June 15, 2018 in Marketing
It only takes one meme to move a market. I’ve been in advertising, communications and marketing since 1978 (Geezer) and know one of the quickest ways to success is a big communication idea that captures the interested of the masses. If you capture consumer attention, they will sit still long enough for you to deliver […]
June 14, 2018 in Marketing
Brand planning is not just about words on a paper. Colors on a palette. Planks and buckets and values. Or even taglines…and I’m a big fan of taglines. (If you’re spending marketing dollars which don’t prove your tagline, you’re “off piste,” as I like to meme.) Brand strategy is integral to marketing. As such, all […]
Here’s an exercise for brand planners. I read this morning that when president Richard Nixon prepared for a summit in China to meet Mao Zedong, he created a checklist. What do we want? What does China want? And what do we both want? Each question had three answers. Brand planners should ask themselves the same […]
June 11, 2018 in Marketing
I’m always on the lookout for new questions to use in brand discovery. I rely on a fairly static battery of questions for company stakeholders, who provide the business foundation for my consumer questions. (Consumer questions are way less static.) Truth be told, the company is paying the bills and approving brand recommendations so they […]
June 8, 2018 in Marketing
I hate to pick on Memorial Sloan Kettering Cancer Center and its ad and web agency. MSKCC does such important work. It’s a brand with some of the greatest promise in all of brand-dom. Healing. And had the organization not developed a great brand promise “More Science. Less Fear,” I’d have probably let them […]
June 7, 2018 in Marketing
There has always been a tension in advertising between strategy and creative. The best creative ideas, creative people will tell you, come from coloring outside the lines. Think Different, to quote TBWA Chiat Day and Apple. The creative mind flourishes without bounds. Strategy people like lines and organization. We love creativity, but our day job […]
June 6, 2018 in Marketing
My LinkedIn profile lists me as a Brand Strategist. That’s the “Is” of my Is-Does. As for the “Does” I say “Redistributor of marketing wealth.” I use redistributor of marketing wealth rather than redistributor of business wealth because one can redistribute business wealth by buying a company. That’s business and finance, not marketing. Marketing is […]