#pepsiads

[sekerenews]

Move Over Santa, Here Comes Cardi B in Pepsi’s Holiday Campaign

Coke’s Christmas campaigns are synonymous to Santa and its polar bear campaigns. Pepsi, on the other hand, isn’t associated with any special imagery during Christmas. It seems like Pepsi wants to change that this Christmas. The soda brand is telling its competitors Santa to move over because its got Cardi B. Who needs Santa Claus and gifts when you can have Cardi B and money? The brand recently released a spot that stars the rapper Cardi B and the spot is tied to its “Gift It Forward with Pepsi”. The “Gift It Forward with Pepsi” campaign was launched earlier this month and would serve as the brand’s Christmas campaign.

About the Pepsi Christmas Campaign staring Cardi B

The spot is a 2-minute digital ad which was created by VaynerMedia, PepsiCo’s digital agency of record. A 30-second TV spot of the ad will run a spot during NBC’s broadcast of the Macy’s Thanksgiving Day Parade. The spot starts with an animated storybook depicting a snowy Christmas Eve in the Bronx neighbourhood of Highbridge in 2002. Cardi B and her sister wait up for Santa to see what he gets them. Unfortunately, it doesn’t end well for Cardi B, seeing as he only leaves a gift for her sister. She doesn’t receive a gift because she is on the top of the naughty list. Angry she vows to give the best gift ever (which is money) to everyone both naughty and nice. In the present Cardi B starts her own Santa like workshop called Twerk Shop. She takes on her own version of Santa. We see her elves turning packs of Pepsi into bundles of cash to the jingle of “Here Comes Cardi B,” a new version of “Here Comes Santa Claus.” The ad ends with Cardi taking off in her own “sleigh” over the city to deliver bags of cash to everyone, naughty or nice. https://www.youtube.com/watch?v=SFYwUM0d56g

About Pepsi’s “Gift It Forward with Pepsi” Campaign

With this campaign, they are putting a more contemporary twist on the holidays.  The campaign includes what they call a “digital scratch-off game” that makes use of QR codes imprinted on cans of the soda. If buyers reveal three Pepsi globes, they win cash prizes ranging from $5 to $25,000. The catch is the money must be instantly gifted to a friend or charity. To design the “Gift It Forward with Pepsi” program the brand use Motive to design the program.

Pepsi Speaks on the Campaign

Todd Kaplan, VP of marketing for Pepsi spoke about the campaign. He talked about how the brand had not done as much holiday marketing as its rival Coke has done in the past. But now they are stepping up. He called the holidays an obviously great time for cola and for their product. Kaplan says “As people stock up for the holiday parties and the meals, and all that, we want to make sure Pepsi is front of mind.” He talked about how they don’t want to just be another brand that has Santa Claus and has your traditional holiday point of view.  Instead, Pepsi wanted to do something that is a better fit for its brand image, by “unapologetically giving out cash.... with none other than Cardi B.” Read the full article

[sekerenews]

Pepsi Summergram: Pepsi Partners with Instagram for a Heavy Summer Campaign

Pepsi is partnering with Instagram for a very heavy summer campaign. The campaign which is titled Pepsi Summergram will see the soda brand partner with Instagram, Chrissy Teigen and Dj Khaled. The Pepsi Summergram campaign is the brand’s attempt to make a sales comeback. The campaign will involve 25 TV ads and Instagram would be deeply incorporated in the campaign.

About the Pepsi Summergram Campaign

The Pepsi Summergram campaign will see the brand put special graphics and QR codes on more than 200 million bottles of Pepsi, Diet Pepsi and Pepsi Zero Sugar.  When the codes are scanned with a smartphone camera, it launches an Instagram Story. In the Instagram Story Pepsi-branded augmented reality filters can be placed.  These filters are custom designed filters for the brand just like Snapchat’s custom filters.  For instance, one filter shows an inflatable flamingo raft emblazoned with the Pepsi logo near the text, “always pool ready.”

Usually, brands partner with Snapchat for custom filters, but recently Instagram launched collaborations with marketers. Pepsi is one of the first brands to be partnering with the social media platform. Apart from Instagram, Pepsi is collaborating with Chrissy Teigen and DJ Khaled for the Pepsi Summergram campaign. The two stars are to promote the campaign to their followers on social media. They will also appear at an event in Manhattan.

More Details about the Pepsi Summergram Campaign

Pepsi’s summer campaign will also include 25 15-second TV spots that showcase the AR effects. There will also be more than 2,300 custom out-of-home billboards nationwide. Pepsi will also be hosting events in Chicago, Los Angeles and Miami. Some of the creative agencies working on this campaign include Motive for creative, VaynerMedia for digital and Acceleration for PR and experiential. This campaign comes as the brand continues to raise its marketing spending, as they try to reverse a sales slumps. The brands VP Marketing Todd Kaplan spoke about the new summer campaign. He expressed the brand excitement to be working with Instagram. He stated that he is excited to bring Instagrams newest, breakthrough technology directly to their most loyal consumers. Read the full article

[visualcultgirl-blog]

Advertising From The 1970s To Today

In Soap, Sex, and Cigarettes: A Cultural History of American Advertising, Juliann Sivulka examines the cultural changes in advertising from the 1970s to the late 1990s. In chapter 8, “From Positioning to Image Building” Sivulka looks at the decline in creative advertising as a result of the 1970s recession, which led advertisers to adopt the product-oriented advertising strategies of the 1950s. The “Information Age” of the late twentieth century had a significant impact on the way in which America advertised to consumers, particularly with innovations in computerization and globalization. The 1970s were marked by new foreign competition and conscious spending and thus, clients came to judge ad campaigns based on sales figures, not creative awards and ideas (338). This shifted with an economic boom of the 1980s that put glamour, wealth, and power back in style (348).

I found it particularly interesting that the government did not allow companies to use direct comparison until 1981, as this strategy is widely used in advertising today. Sivulka looks to the advertising of soda companies as an example of this direct comparison technique, namely the vicious competition between Pepsi and Coca-Cola to create a distinct product personality. In one campaign, Pepsi created a blind taste test where customers repeatedly choose Pepsi. Coca-Cola mocked this clearly biased attempt in another campaign, in which Bill Cosby announced, “I’m looking for the Coke drinker that the Pepsi guys never show on TV (342).” In response, Pepsi ads mocked Coca-Cola’s failed attempt to change the brand name to “Coca-Cola Classic.” Both Pepsi and Coca-Cola’s advertising exemplifies how the use of celebrity, comparison, and lifestyle marketing all work to create a distinct product personality. By placing the products in opposition with one another, consumers buy into the superiority complex and feel a brand loyalty to their preferred product. Coca-Cola and Pepsi advertisements today often create a “vintage” or “classic” feel that reflects this feeling of long-standing brand loyalty. A specific example that came to mind was Kendall Jenner’s Pepsi Generation advertisement. In this advertisement, Pepsi attempted to appeal to a younger generation with a popular celebrity; however, it was widely criticized for its over-simplification of current social issues.

Chapter 9, “The Media Revolution” looks at the effects of globalization and new media technologies in advertising. In the 1990s, fragmented audience and diverse emerging markets presented a new challenge to advertisers, who now sought to create a global brand. Sivulka uses the “new woman” as an example, as advertisers now recognized the value of this consumer group by creating advertisements aimed at a female perspective. While in the past, women were placed in narrow roles, new advertising techniques portrayed “two different worlds: traditional, a rerun of 1950s with stay-at-home mom and a modern one filled with working women (382).” This cultural change can be observed in advertising today— while many companies still portray women as dim-witted sex objects, it is widely considered more progressive and effective to place women in more powerful roles. One of my favourite ad campaigns is Always’ “Like a Girl,” which asks young women what they believe defines “being a girl,” tackling gender stereotypes that limit a girl’s capabilities. This advertisement shows how far female representation has come and how advertisements are a reflection of changing cultural ideas, feelings and beliefs. 

Sources: 

Juliann Sivulka, Chapter 8. “1975-1990 From Positioning to Image Building” (pp. 334- 377) and Chapter 9. “1990s and Beyond: The Media Revolution” (pp. 378-424) in Soap, Sex, and Cigarettes: A Cultural History of American Advertising.

[naivenonblondetryingtochang-blog]

Gracias Ma!!! My Mama. 

These Threesome <3