network:
"Pepsi is the cooler brand and better drink. Coke is dead"
Says [insert name of anyone who has tried Pespi]. That's right, Pepsi has arrived. Coke was the 50s, 60s, 70s, 80s, 90's, even 10's, but it's Pepsi that is the drink of a new generation, the future. I like to think of myself as immune to advertising but the Pepsi Refresh Project has genuinely changed my perception of the brand and, on trying Pepsi and realising it does tastes better than Coke, I changed my purchasing habits. It's the perfect advertising case study.
The industry was shocked when Pepsi pulled it's regular spot on the Super Bowl, and spent $1.3 million dollars per month on a CSR project. CSR is a trend brands are becoming increasingly engaged with, but need guidance on exactly how to do it.
Could this social media experiment become Pepsi's first successful advertising campaign? They've just announced the launch of the project in Europe, Latin America, and Asia, as well as continuing to fund the flagship project in Canada and the US. Bloggers predict this could even rival Coke's "refreshment" gene.
Coca-Cola sings:
"I'd like to buy the world a Coke"
... and doesn't.
Pepsi says:
"We would like to refresh the planet"
... and does.
Go Demi
Comments