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Pepsi Starting the New Year Fresh (with new ideas)

So who's thirsty for new post? Anyone? Haha joking aside how about something that can actually quench our thirst. An. Ice. Cold. Pepsi!

It's a New Year and it seems Coca Cola's competitor, Pepsi is starting this year off with new ideas for its brand and turning to new friends for its latest global ads, " Live for Now" campaign.

What is different about this campaign you ask?

Pepsi is forgoing their go to pal Omnicon Group for its advertising needs this time by rely on two smaller independent agencies, Lloyd&Co, which describes itself as a "collective of 35 creative, spirited individuals" and Moondog, a New York-based boutique edit, graphic and design shop for its new ad campaign. However, Pepsi is still relying on Omnicon many aspects of the 2015 campaign. (Their long-term relationship is over at all.)

And...the new ads...will...NOT feature any big-name celebrity! Which has been part of Pepsi marketing strategy for a while! I still remember how crazy I was when I saw the Britney Spears Pepsi ad on TV when I was a kid! Let's just say I was on sugar rush for a while.

So what is to be expected from these new ads?

A breath of fresh air and a hint of nostalgia.

With this new rounds of ads, Pepsi is breaking away from its reliance on A-list stars to promote its product. As the name of the campaign states, "Live for Now", it is meant to be relatable to consumers. One feature people just having a really great time, enjoying the moment and these moments include sipping on ice cold Pepsi. Perhaps it is a better move for Pepsi not to use celebrities with this new campaign.

Even with its new ads Pepsi is still continuing its brand with celebrities. Kristin Patrick, PepsiCo's chief marketing, said

Pepsi will "always be a brand linked to celebrity [and] cultural influencers and personalities across different aspects of culture."

But having said that, Ms. Patrick also mentioned that they

"want to find creative talent around the world that really suits whatever project we are working on. And for this one, we really wanted small, super-creative, nimble, fast [agencies] -- a different spirit."

As mention before Pepsi's new ads has a hint of nostalgia to them. It's very simple but it was enough to bring back a lot of memories. Right at the end of the ad, viewers can hear a familiar sung phrase "Ba Ba Ba Ba Ba" that Pepsi hasn't used in years. Last used in Pepsi's 2001 ad starring Britney Spears called "Joy of Pepsi".

What I took away from this simple add on was, Pepsi saying to its consumer, " yes we are trying some new, making changes but we are still sticking to our roots when it comes to promoting our brand."

However, I do have something negative to say about this Pepsi's campaign. I'm not saying that Pepsi is completely copying Coke , but the idea of "Live for Now" and Coca Cola's " Open a Can of Happiness" is basically the same idea. Linking that human desire for the good things in life. It is easy and simple gratification in drinking soda when we want to quench our thirst. (Great now I'm thirsty). It's just that association that really got me thinking, Coke Cola beat you to it first Pepsi!

I'm willing to overlook this similarity by looking forward to the creativity Pepsi is bringing forth with its new campaign because it's still too early to say anything bad about what Pepsi is trying to do.

More information from source below:

http://adage.com/article/see-the-spot/pepsi-small-agencies-big-global-ads/296478/

#mkt389 #content marketing #pepsi #pepsi2015 #livefornow