4. Background/ Overview Health conscious consumer Cut calories without cutting soda Diet soda without sacrificing taste
5. Objective/ Purpose Encourage viewers to live a healthy lifestyle Pepsi Max is a healthy soda option Flavor is not compromised
6. Target Audience Male & female soda drinkers Mid 20’s to 40 years old Middle to upper middle socioeconomic class Residents of the suburbs or city Concerned about appearance &calorie intake
7. Although soda is unhealthy, Pepsi Max is not. Most Important Statement
8. No calories = health conscious Can still drink soda, worry-free! Not okay with bad food, okay with Pepsi Max Female runner = symbol of healthy living Pepsi Max leads to a healthy lifestyle Rational & Emotional Reasons
9. Elements, Information, & Insights Pepsi Max product Pepsi logo Pepsi Max positioning statement “Zero calories. Maximum Pepsi taste.” Direct response Humorous, youthful, and health conscious Super Bowl 2011
11. Yes Makes consumer aware of product No hidden message “Zero calories. Maximum Pepsi taste.” Meets objectives?
12. TIME: “Violence can be funny but this is a little too realistic. More cringe than chuckle.” Advertising Age: “Each commercial PepsiCo and Anheuser debuted last night during Fox's Super Bowl extravaganza seemed worse than the one that preceded it. PepsiCo's consumer-generated portfolio of stupid men getting smacked in the groin, ducking a can thrown in anger or being tackled by a dog seemed ripped off from previous, better Super Bowl work from the likes of Sprint or Anheuser itself (back when the brewer really cared about what it was saying and doing in the broadcast).” Reviews
13. Yes 30 second commercial @ Super Bowl = $3,000,000 Reach large audience Costs money, but works Aired at beginning of the game Appropriate Media Buy?
14. Aired 3 Pepsi Max Super Bowl commercials Love Hurts First Date Torpedo Cooler All humorous Extend Super Bowl Buy
15. Woman was a bully Kicked him when he ordered fries Put bar of soap in his mouth when he ate a burger Smashed face into the pie Hurled can at him when he looked at other girl Accidently hit girl and ran off Could negatively affect PepsiCo What was wrong?
