Santa Pepsi Ad for the Summer

I love this ad from Pepsi. It is a very clever ownership of Summer for the brand. Coke Cola is notorious for it's Christmas advertising, so much so that people now regard Christmas not starting until they've seen the Coke Cola lorry on the ad.

In a clever twist Pepsi have caught Santa on his summer holidays, when offered a Coke Cola at the bar, he turns it down in return for Pepsi as he wants to have a little fun. This is followed by the strapline "Summer time is Pepsi time". Love the thinking!

The ad was created by TBWA/Chiat/Day. In a decent article on Ad Age they had a quote from Pepsi saying "We want for Pepsi to own the summer. It's a time when people want to have fun, go on vacation. ... The entire blue system, whether the bottlers or ourselves, is committed to really owning the summer."

The campaign includes radio, out-of-home and digital buys, as well as social-media elements. A Foursquare partnership will see consumers checking into hot summer locations, such as beaches.

The campaign comes on the back of Pepsi recently dropping to America's 3rd following Diet Coke in 2nd and Coke as brand leader. PepsiCo have increased spend by 30% on it's beverage brands.

The Daily Mail of all people has a nice case study into the two companies and their advertising http://www.dailymail.co.uk/news/article-2009931/Pepsis-new-advert-steals-Santa-Coca-Cola-cola-wars-hot-up.html


1 comment:

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