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Summer Diet Pepsi campaign started with shots to the Diet Coke
Bashny.Net
Pepsi is launching a new campaign in the US to Diet Pepsi. The manufacturer was able to politically correct "deprecate" its main competitor.
The basis of the campaign, based on the results of research conducted by an independent company Shifrin Research by the "blind test". Several hundred participants were asked to try a diet drink Pepsi and its main competitor Diet Coke, manufactured by Coca-Cola, poured into the same cups. As it turned out, 56% of respondents felt the taste of Diet Pepsi and more complete look like real cola, while Diet Coke was supported by 41% of respondents.
The campaign in the national US television began May 3 hits 5 clips created by agency DDB New York, which is part of Omnicom Group.
In the video «Politically Correct» a play on the theme of political correctness through a request to the audience not to take offense at the fact that Diet Pepsi more like Coke than competing products.
Video «Life Lessons» uses contrast useless and incomprehensible information on "Pig Latin" (a form of English-language jargon, when the first and second half of the word change places, and then to the resulting word joins the suffix «-ay») and a clear message about the taste benefits of Diet Pepsi .
Roller «Jingle» is based on the traditional people's attention to the jingles, facts and puppies and praises the value of Diet Pepsi, using all three "stimulus».
In the clip «A Little More than Half» graphically displays the percentage of people who chose Diet Pepsi.
Video "90210" characters using popular youth series «Beverly Hills 90210", clearly showing how preferences in diet cola isolated "glue" from the rest of the guys.
In addition to shows TV commercials, the campaign will be supported by radio and outdoor advertising. Also in support of the new campaign, a new design of beverage cans with modified logo, font and color scheme. Representatives of rival Coca-Cola denied the possibility of luring consumers to Pepsi with such a campaign. According to the marketing company, Diet Coke was originally designed to be the most delicious in the world of diet drinks.
In the 1980's Pepsi has very often resorted to this kind of marketing as a comparative tasting of different potrebitelmi drinks. What is most interesting, such a campaign under the guise of research in consumer tastes, every time rezultirovalis tangible increase in sales. It's hard to say what the secret of the effectiveness of such promotions: whether most people really legkovnushaemye, whether Pepsi really delicious Coke.
Source: "Business Standard»
via www.ds-online.ru/
The basis of the campaign, based on the results of research conducted by an independent company Shifrin Research by the "blind test". Several hundred participants were asked to try a diet drink Pepsi and its main competitor Diet Coke, manufactured by Coca-Cola, poured into the same cups. As it turned out, 56% of respondents felt the taste of Diet Pepsi and more complete look like real cola, while Diet Coke was supported by 41% of respondents.
The campaign in the national US television began May 3 hits 5 clips created by agency DDB New York, which is part of Omnicom Group.
In the video «Politically Correct» a play on the theme of political correctness through a request to the audience not to take offense at the fact that Diet Pepsi more like Coke than competing products.
Video «Life Lessons» uses contrast useless and incomprehensible information on "Pig Latin" (a form of English-language jargon, when the first and second half of the word change places, and then to the resulting word joins the suffix «-ay») and a clear message about the taste benefits of Diet Pepsi .
Roller «Jingle» is based on the traditional people's attention to the jingles, facts and puppies and praises the value of Diet Pepsi, using all three "stimulus».
In the clip «A Little More than Half» graphically displays the percentage of people who chose Diet Pepsi.
Video "90210" characters using popular youth series «Beverly Hills 90210", clearly showing how preferences in diet cola isolated "glue" from the rest of the guys.
In addition to shows TV commercials, the campaign will be supported by radio and outdoor advertising. Also in support of the new campaign, a new design of beverage cans with modified logo, font and color scheme. Representatives of rival Coca-Cola denied the possibility of luring consumers to Pepsi with such a campaign. According to the marketing company, Diet Coke was originally designed to be the most delicious in the world of diet drinks.
In the 1980's Pepsi has very often resorted to this kind of marketing as a comparative tasting of different potrebitelmi drinks. What is most interesting, such a campaign under the guise of research in consumer tastes, every time rezultirovalis tangible increase in sales. It's hard to say what the secret of the effectiveness of such promotions: whether most people really legkovnushaemye, whether Pepsi really delicious Coke.
Source: "Business Standard»
via www.ds-online.ru/
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