Pepsi, Refresh Everything, 2009

http://www.youtube.com/watch?v=pDix0VvrV1g


Why was it introduced?


The new Pepsi campaign was introduced to take away market shares amongst the market leaders (such as coke) and also amongst cheaper rivals.



TBWA Worldwide unit of Omnicom from Los Angeles took over the creatives for the campaign.


The people for whom it is created are teenagers and young adults.



Large Amounts of Money were invested in advertising on billboards in big cities including New York and Chicago. Also Television advertisement was a success.



Attract attention, The colors of the graphic, the round shape of the logo, the use of the round shape in various situations attracts attention.



Develop Interest, The Hooks such as "Refresh Everything" mainly develops interest.(In this case I personally think that the Pepsi's logo attracts attention.


Develop desire, are the rethorical devices. "Refresh everything" is a clear sign of not only starting with a new logo and by offering the consumers a change, possibly more people are going to "convert" to Pepsi.


Moves To Action: In the ad on youtube (http://www.youtube.com/watch?v=pDix0VvrV1g) at the end it offerst the link which at the same time is the slogan/hook.



The Campaign is incredibly similar to Barack Obamas idea of change. This is the exact same example of the idea of social targeting, of the youth naturally seeking for a change. To the youth this ad was successful.