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Posts Tagged ‘Pepsi’

10 Biggest and 5 Most Surprising Brands ‘Friended’ by Millennials

Facebook BEER

No alcohol here, sorry.

Recent studies have told us that the kids these days just aren’t really into brands on social media. WPP found that 55 percent of young Americans don’t see the point of “friending” a brand, and Edelman told us yesterday that a vast majority of consumers simply aren’t satisfied with the “relationships” they have with corporate entities online — even the ones whose products they buy.

Many brands, however, have managed to accumulate thousands, if not millions, of Millennial “fans.” Independent ad agency Moosylvania recently conducted a survey of 1,500 young people to identify the top 50 such brands, and we’ve reviewed the first 10 for this post.

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Your ‘Alternate Reality Bus Stop’ Stunt of the Week

We’re not 100% sure how this tech toy helps sell Pepsi Max, why it doesn’t involve Beyoncé, or whether anyone would truly believe eyes that “see” a tiger strolling along a London sidewalk.

But it’s still a pretty cool “experiental marketing” stunt, right?

Someone certainly had fun designing it, at least. And unlike last year’s viral “Jeff Gordon takes terrified car salesman on test drive” clip, there’s no debate over whether this one is real.

Our 26 Biggest Stories of 2013, Part One

High fivin' sunbeams

High fiving sunbeams and eating dolphins, bro

They came. They saw. They made you click. They were our biggest stories of the year.

These posts were alternately embarrassing, inspiring, thought-provoking and barely comprehensible—but they attracted the most attention from our readers for reasons that we don’t always understand.

In fact, there were so many great ones in 2013 that we decided to double the original total of 13 to 26. What’s that, you ask? Of course we’re not splitting the list in half in order to get more posts up during the holiday season. What a ridiculous question!

On to the list, which we dedicate to our faithful readers. Let’s hope the news of stunts, mistakes and misdeeds gets a little brighter in 2014 (yeah, right).

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Why Coke and Pepsi Will Talk Obesity, but Not Diabetes

Pepsi-and-CokeWe’ve all seen Coke and Pepsi‘s pro-health, obesity-prevention campaigns that insist their sweet beverages can be a part of an active, healthy lifestyle, especially given their calorie-free options. But these ads never seem to mention diabetes, which is quickly becoming an even bigger PR problem for sugary brands than obesity. As it turns out, there’s a reason for the glaring omission.

Adweek reports that information released by Wall Street bank Credit Suisse and research done by Georgetown University show that most people who saw a sugary soda ad with a pro-exercise, anti-obesity message reacted with a positive attitude toward the products’ parent brand. When the ad was changed to send an anti-diabetes message, however, participants’ attitudes toward the brand became 37 percent more negative.

That’s a huge shift in reaction.

“People are not willing to punish the brand for obesity, which seems like a lifestyle problem. But diabetes is considered a disease, and many consumers see the parent brand as contributing to it,” said Kurt Carlson, a Georgetown marketing professor who oversaw the study.

Though trying to sugar-coat the diabetes issue (no pun intended) seems to rub consumers the wrong way, the brands’ decision to simply ignore the issue won’t make it go away, either; Read more

Pepsi Dressed As Coke for Halloween

Not much comment needed on this one. Clever work from Belgian agency Buzz in a Box.

pepsi_halloween

Two questions, though: why was the spot not all over social yesterday? And where’s Coke’s response?

Also: dig the reversal of the “L” and the “C” in the logo to avoid a copyright infringement suit.

Health Organizations Shame Katy Perry for Repping Pepsi

The Sellouts - YouTubeKids love celebrities. Kids also love sweet treats. It’s a match made in marketing heaven, which is why soda and celebrity have gone hand-in-hand since Marilyn Monroe was sipping Coke in black-and-white.

In today’s health-conscious atmosphere, however, the star/soft drink marriage is drawing some serious ire from health organizations focused on tackling America’s obesity epidemic. The latest target of that ire is Pepsi-pushing pop star Katy Perry.

A group of seven health organizations, including the Center for Science in the Public Interest, will run an open letter to the starlet today in Variety, urging her not to “exploit [your] popularity by marketing a product that causes disease in your fans.”

The letter draws parallels between the ramifications of marketing soda to children and those of marketing cigarettes to children.

“Virginia Slims and other tobacco companies used glamorous celebrities and models to position smoking as hip, sexy and rebellious. Today soda companies are using you and other celebrities to convince young people that drinking soda is hip, sexy and rebellious.”

The letter goes on to impress upon the star the weighty responsibility she has acquired along with her enormous fame and popularity among America’s youth: Read more

Drake Is the Toronto Raptors’ New Brand Ambassador

Drizzle

Looks like Drizzy of “YOLO” had FOMO on repping brands’ mojo.

Today the Toronto Raptors announced that proud Canuck Drake, better known as “that kid in the wheelchair on Degrassi“, would be the team’s new “global ambassador” as part of a rebranding campaign after they finished last season at 14 games under .500.

This sort of stunt didn’t work so well for Alicia Keys at Blackberry or Justin Timberlake at Bud Light, but there’s no question that Beyoncé  and Jay-Z earned quite a few media mentions for Pepsi, Samsung and the Brooklyn Nets. Also: Drake is a reliable presence at games who’s been known to hang out with LeBron, so it’s a more natural fit than, say, Will.I.Am and Intel.

Now what will Drake do, exactly?

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Diet Coke Has Taylor Swift and Pepsi Has ‘a Pleasing Aroma’

pepsi01

Two things we learned from Pepsi‘s latest Adventure in Marketing: there is a Scent Marketing Institute and the number two soft drink company just patented a “delivery system” technology designed to “[cause] a favorable aroma” as soon as you open each bottle. The purpose of this brilliant invention is to, you know, counter all the artificial chemical smells of the packaging and the terrible product inside.

Looks like the smell will come from some sort of chemical combo contained in a small gelatin capsule on the inner side of the cap. Remember that gelatin is made of cows, puppies and sunbeams, which means Pepsi will no longer be animal-free. That’s a PR problem waiting to happen, but at least the moo moos aren’t genetically modified!

This might beat Diet Coke‘s skinny Taylor Swift can for sheer ridiculousness. But is it dumber than the new “conforms to your hand” bottle? You be the judge.

Hat tip to Consumerist.

The Changing Dynamics of Celebrity Branding

George Clooney Medium PostUsing celebrities to promote brands has been a “long and winding road”. While that Beatles song was about the band’s relationship, the title aptly describes the complex nature of stars’ endorsements. In recent years, the dynamics have evolved, according to entertainment industry insiders working in music, sports and modeling. At a Tuesday Advertising Week panel in New York, the discussion and takeaways also focused on the current state of celebrity marketing, deal-making, media exposure and social media.

Shifting perspectives: “Until recently superstars didn’t want to touch celebrity endorsements,” said Tommy Mottola, well-known music executive and talent manager. But now he said only a handful of A-listers, like Bruce Springsteen, steer clear of such promotions. As Ryan Schinman, CEO of Platinum Rye Entertainment added, “Meryl Streep is the only female Oscar winner who hasn’t appeared in ads.” Online videos are partly responsible, noted Jon Liebman, CEO of Brillstein Entertainment Partners. “Though stars often did endorsements overseas, now YouTube offers fans access to international ads.”

Reasons for “selling out” vary by category: In the music business it’s mainly about money, Mottola observed. “Now music revenues have been significantly reduced. So that’s helped promote the need to find other income sources”, he said. Meanwhile, “sports endorsements were catapulted by the example of Michael Jordan”, said Mike Levine, co-head of CAA Sports. “In modeling, there were fewer magazine covers available when actors and musicians began appearing on covers. So models had to figure out what else to do”, explained Faith Kates, founder of Next Model Management.

Close alignment between brands and talent: “I don’t want to let my clients in any way hurt their core business, which is acting”, said Liebman. “I make sure it’s a safe shot that’s interesting and fun.” Mottola considers deals “that enhance the artists’ image and broadens their horizons.” As for Kates, “I look for the right team, brand and package. I want long-term opportunities, not hit-and-runs,” she said.

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Would You ‘Follow’ Your Favorite Brands on Spotify?

And we were just starting to like Spotify.

Thom Yorke‘s least favorite streaming music service wants to partner with brands to create “sponsored playlists” and other sly promotional features that have yet to be revealed. In what might be the world’s most incredible coincidence, this announcement comes two days after Apple announced the coming launch of iTunes radio, which will be supported by such brands as McDonald’s, Pepsi and Nissan.

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