Pepsi recently announced a surprising move to forgo advertising in the Superbowl, and instead use the funds to initiate it's "Pepsi Refresh" campaign. The campaign will focus on promoting social change, and will thus promote the Pepsi brand through that change rather than through traditional advertisements. Advertisements will go in to promoting the move however, and Pepsi's goal is to reach high school and college age women, and women from the ages of 18-54. The project will use several multimedia outlets like Hulu, Yahoo, and Facebook, along with the traditional TV and print; and will use the alternative marketing to feature the recently popular pro-social marketing movement, which aims to put a positive action behind the traditional marketing campaign. A similar, but smaller, campaign has also been announced by Pepsi's rival, Coca-Cola.
I really like this idea, and think it has a relatively good chance of working out for them. The fact that viewers/users have the opportunity to submit and then vote on the causes will probably create a greater effect for the company and cause a greater response.
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This is great. We need some sort of change. It's better late then never! And its really interesting that Coca-Cola is following in Pepsi's footsteps. I wonder how sales will be (comparatively speaking) when all of this advertising is finished.
ReplyDeleteThis is a new path for the Pepsi company. What ever will get your customers to buy more Pepsi, by all means do it. I dont know if this will hurt or help Pepsi companys from pulling this from advertisements but we will see.
ReplyDeleteOnce again, more competition in the soda world. I have always been a Coca-Cola guy, so anything Pepsi does really wont sway my soda of preference. Lets see how all of this new advertising and such pans out. I have seen alot of new ideas lately work out, so good luck to Pepsi and my personal favorite Coca-Cola.
ReplyDeleteI personally enjoy pepsi to coke but thats just me. Im not sure why they want to adverstise so much though. Just because pepsi outs out more comercials then coke, doesnt mean people are going to change their preference.
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