Tag Archives: Uncle Drew

Uncle Drew – Chapter 4

Drew

After a two-year hiatus, Uncle Drew is back and it’s about time! The fourth installment for Pepsi Max shows Uncle Drew and his teammates taking over local basketball courts in Miami where a game of H-O-R-S-E determines the winner. But, when asked if he could spell “horse,” Uncle Drew replied that he’s never had to ”go beyond H.”

Reprising his role as Uncle Drew is Cleveland Cavalier’s star Kyrie Irving and this time he includes new players Ray Allen, Caron Davis, and J.B. Smoove in his adventures. Set in Miami, the video once again shows that things are not always as they seem. Although the old guys start off slowly, they are soon showing the youngsters how basketball is really supposed to be played. As the stars say – “it’s all about the buckets.”

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 an “A-game” to the courts. A lesson to marketers: things are not always what they first appear to be.

Group Activities and Discussion Questions:

  1. Start with a discussion about product life cycle.
  2. Have students identify products that fit into each of the product life cycle stages: introduction, growth, maturity, and decline.
  3. Discuss how products can maintain market share in the maturity stage. What tactics work best? What happens in the competitive space?
  4. Then show the latest Pepsi Uncle Drew video: https://youtu.be/ZY6GAOPGuPs
  5. The videos are also being used to promote the PepsiPass app: https://www.pepsipass.com/
  6. How do these videos fit the techniques needed for products in a mature industry?
  7. Divide students into groups: Similar to the Uncle Drew videos, have each group develop a tactic that could be used for a product in each of the product life cycle stages.

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Pepsi Max – Uncle Drew is Back!

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Uncle Drew is back and it’s about time! The third installment for Pepsi Max shows Drew and his teammates taking over local basketball courts in Chicago. Reprising his role as ‘Uncle Drew’ is Cleveland Cavalier’s star Kyrie Irving and this time he builds the team to include ‘Lights’ (Nate Robinson of the Denver Nuggets) plus the talented ‘Betty Lou’ (WNBA star Maya Moore of the Minnesota Lynx). This will teach those young bucks not to call someone “old lady!”

Set in blues-town Chicago, the video once again shows that things are not always as they seem. Although the old guys start off slowly, they are soon showing the youngsters how basketball is really supposed to be played. As the stars say – “it’s all about the buckets.”

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 an “A-game” to the courts. A lesson to marketers: things are not always what they first appear to be.

Group Activities and Discussion Questions:

1. Start with a discussion about product life cycle.
2. Have students identify products that fit into each of the product life cycle stages: introduction, growth, maturity, and decline.
3. Discuss how products can maintain market share in the maturity stage. What tactics work best? What happens in the competitive space?
4. Then show Pepsi’s Uncle Drew videos. How do these videos fit the techniques needed for products in a mature industry?
http://youtu.be/spDdO_ZB-lE
http://youtu.be/8DnKOc6FISU
http://youtu.be/MLyvkBifQ3w
http://youtu.be/sW2sobJXI4s
5. Divide students into groups: Similar to the Uncle Drew videos, have each group develop a tactic that could be used for a product in each of the product life cycle stages.

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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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