Brands are working harder than ever to decide what course to take to engage with their audiences' world and sell more. Many say brands need to evolve, but more signs are showing that a complete rebirth is a better bet.
PepsiCo. is putting social media to the test with its new charity initiative Refresh Everything. The soft-drink giant has notably refrained from SuperBowl ads this year, choosing instead to spread the word for its new campaign through digital and social means.
But will those efforts work when rival brands continue big TV buys and have the same ability to add digital aspects to their campaigns?
Pepsi has opted out of Superbowl advertising this year, choosing instead to focus on digital and social media marketing. But here's the thing about social media campaigns — they can come together pretty quickly. And when Pepsi decided to pass on SuperBowl ads this year, there was one thing the company didn't account for. Coke adding social to its CBS ad buy.
Pepsi and General Motors may be skipping the Super Bowl this year, but that doesn't mean that CBS is hurting for advertisers. The network announced today that 95% of its ads are sold out for next month's game.
While Pepsi's decision may have led a VP at the soft drink company to declare that "brands should not blindly anchor themselves to history" last month, pre-sales for the game prove that as long as America's most popular sporting event continues to reach over 90 million viewers a year, advertisers will keep biting.
When it comes to dating, the difference between sucess and failure often comes down to delivery. And as PepsiCo. learned this week, even a good bit of self-deprecation can't fix a poorly executed pick up line.
Pepsi's AMP energy drink released a new app — "Amp Up Before You Score" — which got into trouble with more than a few people for the way it approached the fairer sex.
Pepsi quickly took to social media to apologize, but by broadcasting the apology across platforms and brands (and including a self-depricating hashtag), Pepsi helped turn the tkt into a tempest.
If you happen to be an Entertainment Weekly subscriber living in New York or Los Angeles, pay close attention to the September 18 issue you'll be receiving. There's something special in it: a video ad.
That's right. A video player as thin as paper will activate when a reader opens up an ad page and a video sponsored by Pepsi will promote upcoming television shows on CBS.
So they finally did it. The months of will-they-or-won't-they dissolved into years before Microsoft and Yahoo finally forged a marriage, of sorts. Reams are being written about what the deal means for advertisers, for investors and for the companies themselves. Really, though, it all boils down to one question: what will users do?
Let's say they do create a search engine that's better than Google - way better than Google. Will it matter? Will users use it?
Pepsi may not be rolling out its new retro logo in Europe for another year, but the soft drink giant is making use of its old school theme somewhere - in new media. Pepsi's new logo, which borrows from an older aesthetic (and has noted similarities to the Obama campaign logo), is now latching on to the popularity of nostalgia shows online and pairing its new "Pepsi Throwback" with 70s and 80s shows on Hulu.
Three 15-second ads will promote Pepsi's new product made
from real sugar, an ingredient that was dropped in favor of by corn syrup in
American soda products 40 years. And the spots will match the enthusiasm for nostalgic shows like Hill Street Blues and The
Mary Tyler Moore Show, replete with Pet Rocks, shag carpeting, and fondue pots.
At least it invites repeat viewings. Which is how GoDaddy's "Enhanced" spot starring Danica Patrick and her pet beaver, ranked #1 as the most-(re)viewed Super Bowl spot on TiVo.
Ms Patrick and her beaver beat out the bells-and whistles contender, the first-ever 3D TV spot for "Monsters vs. Aliens," which didn't even crack the top 50. The ad did require consumers to snag a pair of free 3D glasses to get the full effect.
Beverage spots are always big on game day, and usual suspects Coke and Pepsi made the top 10 list, but Bud Light did so an impressive two times.