Flashcards
Pepsi
Cards in this deck (12)
- 1Pepsi - Campaign Launch Date7th May 2012
- 2Pepsi - Campaign Budget$500-600 million
- 3Pepsi - Campaign ProducerBrad Jakeman
- 4Pepsi - Campaign Typeprint based, audio visual and online ads
also created Pepsi Pulse
in collaboration with Twitter - 5Pepsi - Campaign Marketing and Promotionaims to create excitement and bring a more youthful edge
joined w. fans, celebs, innovators + epic events
sought to promote Pepsi Pulse as an online aggregator of pop culture
partnered w. MTV, VH1, Billboard (pop culture)
summer beats concert-celebrate music+summer
incentives - contests, rewards, tickets - offered to consumers for sharing live for now moments - 6Pepsi - Campaign Background and Contextlaunched campaign to regain brand and cultural relevance
aims to create excitement and bring a more youthful edge
joined w. fans, celebs, innovators + epic events and deliver entertainment based on trending and popular choices
established Pepsi's motivation to succeed their ideology - 7Pepsi - Campaign Audience Targetingkey celebs that are relevant to now
Nikki Minaj ad - features a variety of pop culture (sport, fashion, music)
appealing to different people
incentives - competitions, rewards, tickets, etc.
Pepsi Pulse and Mi-Pepsi
YouTube/Facebook/Twitter - 8Pepsi - Campaign Genre Conventions of 'live for now'togetherness
music
active lifestyles (unhealthy drink)
current/pop culture
global locations
sun
happiness
use product to promote particular values - 9Pepsi - Campaign Representation in Print Based Adsyouth/late teens - 30
mainstreamers (psychological profiling)
variety of people - yet all fit age bracket: 'youth'
fun activities: pillow fights, painting, cycling etc - childish?
Pepsi brings out your inner child
uses and gratifications - escapism from constraints of everyday, boring life
stereotypically attractive, happy people
targets those who's lives = a bit boring?
riding on the success of 'Just Do It' (Nike) by selling a lifestyle? - 10Pepsi - Campaign Narrative in Nikki Minaj 'Moment 4 Life' Adman + woman drink Pepsi and everything stops - they go to the beach, fashion show and concert
"I wish that I could have this moment for life" - doing everything in the moment
audio - pop song by current artist
freeze frame - Pepsi allows time to stop so you can live in the moment
fast editing - takes two people around the world - 11Pepsi - Campaign Audience Responselots of engagement - talk about favourite artists, music, moments, concerts etc.
Webfluenz shows Pepsi gets many consumer mentions daily
highlights relevance and freshness of content - consumers are still hooked - 12Pepsi - Campaign Audience Positioningprint based ads - jealousy/envy - want to live like them
want to leve constraints of everyday and live life to the full - 'live for now'
Information
- Description
- a brief overview of pepsi cast study for the advertising section
- Created by
- Charlotte Holland
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