The new branding gimmick making its way through Madison Avenue? "Recession proofing." That is: How do we tell consumers that even with this economic downturn, the brand you've come to know and trust and pour untold sums of your HHI into is still alive, kicking, and ready to kick it wit u? One way of doing that, apparently, is spending untold gobs of cash to refurbish your logo. Recently, the creative agency Mindshare did this, spending an estimated half million dollars to interweave two circles, one blue and one purple, to create its new look. Brilliant spend! If you're blessed not to spend your days responding to RFPs, though, you may not be familiar with Mindshare (although you should, because they dictate which publishers receive hundreds of millions of dollars in ad dollars). But one brand you're definitely familiar with is Pepsi, the cola that never did anything so silly as come out with "New Pepsi." The Pepsi brand is now 110 years old, which is something to be proud of, because hey, you're still around, but also somewhat of a liability, because kids these days want the newest and hippest thing, and century-plus aged companies don't fall into that category. So what's a stodgy pop brand to do? Shape shift! CONTINUED »
PepsiCo introduces its new no-cal flavored carbonated beverage Tava on the web only, skipping the TV ad spots that suck millions out of its ad budget. Okay, but Tava will still be marketed in many traditional fashions: free samples and giveaways. Word of caution: When Pepsi reintroduced Pepsi One, it also bypassed the TV market. Who the hell drinks Pepsi One these days? [NYT]
Have you heard? Sunday is the Super Bowl. It’s not a regular bowl game. It’s a super one.
To build hype for the Most Important Sport Event Ever, for the past two weeks we’ve been bombarded with touching locker room pieces and less touching stalkings of Tom Brady and Giselle.
But the real game going on is the advertising game. The Super Bowl really is the Most Important Sport Event Ever, at least in terms of ratings. Consequently, Super Bowl ads this year are going for an average of $2.7 million.
But that’s nothing when you consider all the hype having a Super Bowl ad brings a company. Above is an ad we voluntarily put up for Pepsi. Think about that for a second. We’re putting up an advertisement for a soft drink we don’t even like because we think you, the reader, are interested in it. And somehow you are. We are, too.
For $2.7 million, Pepsi didn’t just buy a captive audience. They bought an adoring one. Anyone want a soda?
What the hell is this thing? Hint: It's not a prop from Cloverfield. CONTINUED »
