Tag Archives: Pepsi Max

The Latest for Bus Stops – Augmented Reality Advertising

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The best way to start this article is by watching the video clip. Go ahead, this can wait…..

In this clever advertising at a London bus shelter, Pepsi Max once again lives up to its latest tag line, “Unbelievable,” giving commuters and unbelievable start to their day. People waiting for the local bus were surprised by alien invasions, giant robots, charging tigers, and sneaky octopus tentacles!

The promotion incorporated sophisticated, augmented reality filming and technology to create unbelievable situations on the local street, amazing and mystifying the people waiting for their daily bus. View this ad and additional eye-catching “unbelievable” ads developed to promote Pepsi Max.

Group Activities and Discussion Questions:
1. Discuss the importance of developing a clear, compelling message for advertising campaigns.
2. Show the Pepsi Max “unbelievable bus shelter” ad:

3. Additional “unbelievable” videos are also available on YouTube.
4. Divide students into teams. Have each team develop a key message for Pepsi Max competitor.
5. How could the competitor also use new technology to promote the product?
6. When debriefing the exercise, make sure to emphasize to students the difference between what a company wants to tell the market, and what a customer wants to hear about the product.

Source: YouTube

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Jeff Gordon Returns! Drive to the Max for Pepsi – Part Two

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A year ago Pepsi Max released a video with racing champion Jeff Gordon. In it, the company disguised NASCAR driver Jeff Gordon as “Mike,” just an average guy test-driving a new car with an unsuspecting salesman. It quickly went viral and has gained more than 47 million views ( http://www.youtube.com/watch?v=Q5mHPo2yDG8).

The video was the subject of some controversy; its authenticity was questioned by many, most notably by automotive journalist Travis Okulski of Japolnik.com. The unsuspecting writer found himself on a very real drive with Jeff Gordon, disguised as an ex-con taxi driver.

The videos are a big hit for Pepsi Max and illustrate the product’s tag line of “a zero-calorie cola in disguise.” As a product in the mature stage of its product life cycle, Pepsi brings a sound strategy to making its beverages relevant to a younger market.

Group Activities and Discussion Questions:
1. Discuss the stages in the product life cycle. In which does Pepsi fit?
2. Discuss how products can maintain market share in the maturity stage. What tactics work best? What happens in the competitive space?
3. Pepsi’s Jeff Gordon video: http://youtu.be/dRIgmKGDqFM
4. Divide students into groups: Have each group develop a tactic that could be used for a product in each of the product life cycle stages.
5. Follow-up in the next class with the students. Ask how many posted it on their Facebook pages or showed it to friends. Use this information to demonstrate just how videos go viral.

Source: Ad Age Daily, Brandchannel.com, Washington Post, additional news sources.

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Jeff Gordon in Disguise for Pepsi Max

PepsiCo has done it again. Using clever marketing strategies to promote its Pepsi Max beverages – a zero calorie cola in disguise – the company is following up on its highly successful “Uncle Drew” series of videos.  This time the company is disguising NASCAR driver Jeff Gordon as “Mike” who appears to be an average guy taking a car out for a casual test drive. It’s a test drive the unsuspecting car salesman will never forget!

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The videos are a big hit for Pepsi Max and illustrate the product’s tag line of “a zero-calorie cola in disguise.” As a product in the mature stage of its product life cycle, Pepsi brings a sound strategy to making its diet beverages relevant to a younger market. Pepsi and Jeff Gordon team up in other venues as well. Pepsi is one of Gordon’s NASCAR sponsor and has done other commercials and videos for Pepsi.

(Note: A student brought this video up in class on the first day it was available. At the point we showed it in class, there were only 301 hits on the video. By the same time 24 hours later, the hits online exceeded 1.2 million. Today, there are more than 30 million hits!)

Group Activities and Discussion Questions:

  1. Discuss the role of celebrity endorsements in marketing.
  2. How many different companies sponsor NASCAR and Jeff Gordon? What are the benefits?
  3. Continue with a discussion about product life cycle. What stage is Pepsi in?
  4. Discuss how products can maintain market share in the maturity stage. What tactics work best? What happens in the competitive space?
  5. Then show Pepsi’s Jeff Gordon video. http://www.youtube.com/watch?v=Q5mHPo2yDG8
  6. Divide students into groups: Have each group develop a tactic that could be used for a product in each of the product life cycle stages.
  7. Follow-up in the next class with the students. Ask how many posted it on their Facebook pages or showed it to friends. Use this information to demonstrate just how videos go viral.

Source:  Ad Age Daily, Brandchannel.com, 3/12/13

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