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.
October 19, 2018 in Marketing
There are lots of corporate executives out there who believe brands are the provenance of packaged goods companies. And while they will admit to having a brand name and logo, they don’t see the need for a brand strategy. Service companies are about selling and sales teams. They are about lead generation, acquisition, sales commission, […]
October 18, 2018 in Marketing
…was yesterday’s headline announcing someone new will be fill the costume of Big Bird on Sesame Street. The new talent will study Big Bird’s mannerisms, body language, physical quirks and more. Going to game film, as it were. I’m not sure if the voice will change but my guess is the new Big Bird will […]
October 17, 2018 in Marketing
If I’ve read it once, I’ve read or heard it a thousand times, the four words in the headline referring to good advertising: Cut through the clutter. Talk about setting the bar low! And if you are advertising you are branding. Proponents of this kind of investment need to be taken to the woodshed. If […]
October 16, 2018 in Marketing
ROS stands for return on strategy. In my world brand strategy is strategy. As “an organizing principle for product, experience and messaging,” there is very little that a brand strategy doesn’t touch. So as Sears tries to become profitable out of bankruptcy and needs to sell under performing stores, that’s about the product. The retail […]
October 9, 2018 in Marketing
Lots of people talk about company culture. Like it’s a good thing. I’m not so sure. Culture, of course, is a good thing. But company culture, in and of itself, can be limiting. When you put a bunch of likeminds in a room the tendency is to swim together. Nothing wrong with a little corporate […]
October 8, 2018 in Marketing
First question, “Do you have a brand?” Most marketers will answer yes. Second questions, “Do you have a brand strategy?” Those same people are likely to pause then offer a less-than-emphatic yes. Third question, “Can you articulate your brand strategy?” This is where the homina-homina kicks in. It’s a simple fact that most brand practitioners […]
October 4, 2018 in Marketing
Storytelling is big in marketing today. One flavor espoused by Co-Collective CEO Ty Montague is called Story Doing, a smart improvement. I’m a fan-boy of doing rather than telling. HOWEVER. And with me there is always a however when it comes to brand. However, a word that trumps “story” is “strategy.” Using Mr. Montague’s construct […]