PEPSICO Company launched a new advertising campaign in early
2012, their idea: create viral buzz to promote the launch of a new product. If
you notice, Pepsi has always familiarized their name brand with humorous promotional
media most often acquainted with popular icons. Take for example the Super Bowl
commercial in 2012 featuring Elton John and Melanie Armaro, an
attention-getting introduction that finishes with a strong message Pepsi gets
across, superior taste to everyone. Something a consumer on the outside looking
in will forever remember, they will link the commercial to the Pepsi name brand
and their new product. It’s something that works. If you’ve exhausted all avenues
of promotional techniques there are always endorsements to be handed to media
figures to advertise your company. Any marketing department can do, just as
long you can afford the actor, singer, or NBA star and that your company doesn’t
solely rely on the endorsee to sell the product. As I found out in my Digital
Advertising course if you invest into a celebrity to market your company, if
you don’t have the product/service/resources to back it up, it is recipe for
failure.
Pepsi has nothing to worry about and have only excelled in
the marketing management area. One thing they do extraordinarily well is find
trends in the market and advertise catered to their consumer. Last year Pepsi
endorsed Kyrie Irving, the point guard for the Cleveland Cavaliers to promote
Pepsi’s new beverage, Pepsi MAX. One marketer might say what Pepsi is doing is
a marketing fundamental “no-no,” it’s not! Pepsi aired a commercial with
Irving, disguised as a 70 year-old man (“Uncle Drew”), go to a basketball court
and take young kids “to school.” What’s not to love? You have teens getting
their “ankles broke” by someone that looks the age of their grandfather. I’ve
been called out for enjoy commercials entirely too much, but hey I’m a
marketing major and if your commercial has humor in it you have mine and
everybody’s attention. Where does Pepsi fit in? The last five-seconds of the
commercial, saying “Try NEW Pepsi-Max and check out the full version of Uncle
Drew at Pepsi Max. com or visit us on Facebook at Pepsi Max”
It’s genius. About everyone has some form of social media by
now, from my 12 year-old sister to my 82 year-old grandfather. Pepsi looks at
how people respond to an event by how they turn to social media. Enough people
see what you saw, tweet about what you tweeted, and within 5 minutes it’s a trending
topic. Consumers almost advertise it for the company. Not only that but now you
have ‘hooked’ the viewer who wants more and the only way to do that is visit
the Pepsi Max website or their Facebook page. It gives the consumer incentive
and has literally driven consumers to your destination page. A catch phrase in
the video “I Get Buckets” was a trend on topic and everyone follows to see what
the buzz is about and follow the link. Now marketers can measure how successful
their campaign is and will be in the future and how to react. Just a simple
video that has gone viral with “Uncle Drew” created 5.4 million views and a
week and counting. Consumers follow up with Pepsi and has created mass-media so
Pepsi has created yet a second video this time featuring Kevin Love and Pepsi isn’t
looking back. Success
P.S. - has Kyrie Irving and Nike released a shoe yet?
PSS
Uncle Drew Videos part 1 and 2
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