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Pepsi is officially a superhero brand
pepsi, originally uploaded by FRANkVizeum.
Pepsi is trying to save the world and get some advertising at the same time. How? Well, they would like YOU to come up with an idea, promote it and win between 5k-250k to make it come true. It’s a great idea that finally has been picked up by a mega brand (although the name: “Refresheverything” is a bit try hard). Think about all the money that goes every year towards re-branding/ad production/Superbowl broadcasting – Pepsi is going to spend the same amount (around $1,300,000 per month) to sponsor people’s dreams. True, they’re not doing it because they’re really concerned, it’s more of a way to get piggybacked into people facebook profiles but hey, beggars cant be choosers. Maybe this can be a new way we do advertising? How about a company helping out in a tsunami? How about a tyre company sponsoring a road? How about an energy company sponsoring people who make energy?
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Great idea from Pepsi, and i have really noticed the large format outdoor around town. Not sure about sponsoring natural distaster zones. Could be seen as cynical by many and could back-fire badly. A case of “Damned if you do, damned if you don’t” I guess.
Good on Pepsi, trying to hit a couple of birds with one stone
I was prepared and willing to be delighted and consumed by Pepsi’s new campaign (http://www.refresheverything.com).
BUT ended up disappointed that Australians cannot enter the Refresh Everything ideas competition.
What we’re left with, down under, is a lame promotion called Hit Refresh (http://www.hitrefresh.com.au) which involves following PepsiAustralia on Twitter and Facebook to work out the clues to find the refresh button in our local area. If we are the first to press it, we can win some cash ($250) and guess what? Icy cold cans of Pepsi.
Big whoop!! #fail !
I totally agree Yvonne. The Australian campaign expects us to get excited by the stupid refresh/pepsi logo and the fact it’s on…Twitter! Wow, talk about innovation. I’m also thinking that having two different campaigns for different regions makes the brand a split personality.
As a challenger brand I think this is a really interesting strategy… they’ll never win by traditional means, but projects like this demonstrate their integrity as a brand…. something consumers increasingly demand from the brands they consume. This concept combines traditional media, PR, digital, social media, user generated content & consumer advocacy all in the one seamlessly integrated campaign.
Agree with previous posts that the Australian execution is a poor cousin to that in the US…
As for ‘sponsoring a tsunami’… check out Tide’s ‘Loads of Hope’ truck which manages to help victims of natural disaster without being overtly commercial…. by being true to what they are as a brand.
http://www.tide.com/en-US/article/loh-truck-interview.jspx
Just curious, does anyone know who the chick is on the aussie promotion billboards and posters???