What is Pepsi? Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a gathering place and served his customers refreshing drinks that he created himself. His most popular creation was a unique mixture of carbonated water, kola nuts, vanilla andrare oils, named “Brad’s Drink” by his customers. Caleb decided to rename it “Pepsi-Cola,” and advertised his new soft drink to enthusiastic customers. Sales of Pepsi-Cola started to grow, convincing him to form a company and market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Pepsi has made huge success all around the globe. Pepsi cola started with its first logo in 1898 and changed it 10 times to get their new and improved logo .
New logo , new campaign A new logo obviously will lead to a new marketing campaign with a whole new theme and concept but always keeping the same positioning of the generation next.
A marketing campaign was needed to inform the customers and make them aware of the new shape of the Pepsi cans. Knowing the brand reputation Pepsi had to build a campaign as successful as her brand name. Pepsi had 2 different campaigns in Australia and the US.
US campaign In 2010, the Pepsi Refresh Project is giving millions of dollars to fund ideas that will refresh the world. To get people to take their ideas to the www.refresheverything.com web site Pepsi has launched a television, online, radio, print and outdoor advertising campaign. http://www.youtube.com/watch?v=2fS39FitsoQ&feature=player_embedded this is the link for the online commercial which shows the objective of this campaign. The Hit refresh campaign that encourages people to enter the website www.refresheverything.com and post an idea that people will vote for their favorite idea. The idea with the most votes will be funded by Pepsi. This campaign is all about showing people that Pepsi too does care about what people are concerned about. Thousands of people posted their idea whether it is related to health, culture, food and shelter, planet, neighborhoods and education. Pepsi is trying to reach everybody since everybody has something that concerns him or an issue that worries him. Pepsi is trying to give a voice to those who cannot be heard. It is emphasizing its philanthropic side.
US campaign Pepsi’s campaign was mainly based on the website because all the other mediums used will lead you finally to the website. Whether on the radio, TV or outdoor the customer will have to go to the website to see what it is about. And the process of posting the idea is also online. The website is user friendly to facilitate it use.
Australia campaign Starting from January 4, Pepsi, incorporating a new look logo provided its Australian fans with a great opportunity to win money. To get the dollar cards, they are to find ‘Pepsi buttons’ scattered around eight major cities in Australia. Hit Refresh outdoor advertising encompasses large format billboards, bus shelters, street furniture, bus sides, bus interiors, mobile outdoor sites. The participants of the hit Refresh quest will get the clues for finding the location at the campaign’s website hitrefresh.com.au, as well as via Twitter and Facebook feeds.
Australia campaign The winners get cards worth $250, and one person can hit maximum two hunts. The photo and name of the winner appear on the main site. The project is supported by the youth-oriented channel MTV Australia, which provided a great viral music video featuring VJs Erin McNaughtand Darren McMullen. In the spots, MTV VJs Erin McNaught and Darren McMullen literally “Hit Refresh” by being transformed into a different scene each time they Hit an oversize Pepsi logo, or “Refresh” button.
Social networking While the outdoor headlines the campaign, the core of Hit Refresh is a partnership with youth channel MTV and a social networking based scavenger hunt, as well as online media, in-store media, in-store promotions and product sampling.Through the MTV partnership, the pay TV channel has created and produced multiple television commercials . The commercials support the HitRefresh.com.au website, the hub of a social network scavenger hunt via which consumers can win one of 101 Pepsi Refresh Cards loaded with $250 to “Refresh their world” however they choose – be it their style, lifestyle, destination, tunes, social life.
Just like the US campaign this campaign used all mediums to finally lead to online mediums such as social networking mediums: Facebook and twitter. The scavenger hunt’s objective was to engage the customer in the awareness process and make him search for all the clues on billboards and the website. That is a very successful way to promote the new Pepsi logo, since the customer will probably ask everyone around him the location of the billboards and create a buzz. Online buzz marketing is proven to be very effective and is being used more and more by many worldwide brands just like Pepsi. People engaged in the scavenger hunt will ask people on facebook and twitter clearly shown by the tweets on Pepsi twitter and comments on facebook page.