A £700 million revamp of the Pepsi brand has begun. The first phase involves relaunching the UK website with the new logo being used for the first time. The second phase involves a social media campaign in which they want people to show their wild sides. This is based on the popular series of advertisements they ran recently. Also, Pepsi wants people to tell them how they should spend £13 million on charitable causes. The third phase involves ambush marketing the FIFA World Cup (which is kindly sponsored by Coca-Cola) by launching viral and traditional media advertisements using the controversial Thierry Henry and other soccer stars. It will be interesting to see if a reference is made to the Irish qualifier game. So, it seems they have a comprehensive strategy there but it will be interesting to see if the investment level is warranted.
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A possible contender for best advertisement. The use of humour is a great way of keeping attention and for recall purposes. Pepsi should probably run this ad now for best impact as it is a busy time for people going for interviews.
ReplyDeleteSo true.
ReplyDeleteI'll be very interested to see how exactly they make use of Thierry Henry in the ads as I'd be inclined to think that any reference made to him and the World Cup would only stir resentment and negative feelings, but maybe that's just the Irish perspective!
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