Thursday, September 29

Where There's Pepsi, There's Music

Guess I've been living under a rock, because it took one of my NYU students to turn me onto this new campaign from Pepsi.  I can't believe it because I am infatuated with the cola wars and have yet to miss a turn or twist.  And this is a good one.

You may know that Coca Cola has been a sponsor of American Idol for eleven years now, right from day one.  The brand crafted a very innovative product placement deal including "the red room" and on-air "gulps" from Simon Cowell.

Well now here comes The X Factor, the new kid on the block also from Simon Cowell, suddenly sponsored by Pepsi.  A huge turn of events (and a right hook) for a brand which has walked away from celebrity in the last few years.  But no one can take away the heritage of music that Pepsi has supported from Michael Jackson to Britney Spears to Ray Charles to Mariah Carey ... hey, come to think of it, even Madonna (at least until "Like A Prayer").

The cool part:  Pepsi is reliving its musical history with us through this partnership ... with a recap of its musical superstars through the years and a nod to the next one ... to be identified by The X Factor when the finalist is announced.  Love how they showed off the packaging.

Wonderfully entertaining, beautifully nostalgic, and captivatingly suspenseful ... all that you want in a soft drink, right?  And by the way, a really nice nod to Michael Jackson during a week where he could use it!

The cola wars are far from over.

What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect
What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect

4 comments:

  1. I agree with "no one can take away the heritage of music that Pepsi has supported". To be able to use its iconic commercials in today's X-Factor / Pepsi throwback commercial, Pepsi has identified itself as a lasting brand (some of those commercials are older than our kids today).

    The McDonalds and Nike's of the world know all to well that people can come and go but a brand can last forever.

    Kudos to the throwback commercials and the music artists of our days.

    -giancarlo

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  2. Great point, Giancarlo!! From a branding perspective, it's quite inspirational actually. Jim.

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  3. I think what makes this spot more special is that pepsi decided to support a new artist through it's synch choice.

    And now they are continuing the relationship and getting lots of kudos for introducing new music.

    http://www.billboard.biz/bbbiz/industry/branding/how-outasight-s-tonight-is-the-night-got-1005473872.story

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