DDB chief creative officer Damon Stapleton says that rather than capturing a cultural moment, Pepsi's ad provided a parody of it.
Marketing, advertising & media intelligence
Social media squabbles between brands are common these days and one of the oldest corporate rivalries might have been reignited in New Zealand after Pepsi New Zealand poked fun at Coca-Cola on Facebook.
In two days it will be the 30th anniversary of Marty and Doc’s journey from the 1980’s to 2015. And to celebrate Pepsi is releasing a limited run of Pepsi Perfect, the futuristic looking Pepsi bottle in the second instalment of the Back to the Future films, while Toyota has released a car based on the fuel cell technology of the DeLorean.
Pick-up games of football are pretty common Barcelona, where friends—and sometimes enemies—often meet up to kick the frustrations of the day away at one of the many five-a-side pitches strewn throughout the city. And for the launch of its new global campaign, Pepsi took this experience so familiar to everyone in the city and flipped it on its head by introducing a drone and a spectacular light show.
Nigel Latta's recent programme about the evils of sugar certainly got Kiwis talking. And the food industry—and the marketing tactics it employs—came in for plenty of criticism, with sugary drinks given the hardest time. When you see footage of two-year-old children having their teeth removed because their parents put fizzy drink in their sipper bottles, it certainly makes it tough to celebrate marketing campaigns that help sell more of the stuff, but, as Peter Cullinane says, 'if it's legal to sell, it's legal to advertise', so here's to OMD New Zealand and Frucor, which have taken out Yahoo New Zealand's Digital Strategy Award for the Pepsi On project.
Frucor has well and truly proven its marketing chops with V, the country’s biggest energy drink brand—and one of the most progressive and ballsy advertisers. But with one in every two beverages sold in New Zealand being a soft drink, the future of the company required it to be credible in that space. Frucor is the bottler for the PepsiCo brands like Pepsi and Mountain Dew, and it's been on a mission to win the hearts and minds of younger consumers for a few years now, so following up the multi-award-winning Skate Pinball and Beyond the Wall campaigns, it's continued to target that market, releasing a series of nicely shot videos as part of the 'to get to easy you have to go through hard' campaign.
Pepsi tried to give Coca-Cola (or, due to copyright reasons, 'Cola-Coca') a burn with its Halloween ad. It got some pretty good social media traction as a result, although some were confused about the message and thought it was showing its rival as a super hero. And while it's not clear if this witty response is a legitimate one from Coca-Cola, maybe it should be.
After the success of Pepsi's MaxIt Jobs campaign last year, there were high hopes for Colenso's follow-up, Bromitment. But, by the power of Facebook, the vocal minority have got their way and convinced Frucor/Frucor's PR agency to bow to online pressure and withdraw a prize offering a trip to the running of the bulls in Spain from the campaign.
This new TVC by Wieden + Kennedy Amsterdam for Nike's 'Write the Future' campaign has only been around for a week or so, but it's already closing in on nine million views on YouTube. And there's a reason for that. And that reason is pure, unbridled awesomeness.
Cheeky slaves claim lunch. And it's even moderately relevant to Auckland. A nice case of Microsoft burn.