In Reference to a Cindy Crawford Pepsi Ad, 'SumOfUs' Reveals the Brand's Eco Damage
Riley von Niessen — August 18, 2016 — Eco
The Cindy Crawford Pepsi commercial is perhaps one of the brand's most iconic marketing ventures. In order to liken itself to the brand and reveal its environmentally damaging practices, an organization known as 'SumOfUs' parodied in for a satirical promotion effort.
Rather than getting a bottle of ice cold pop like in the original Cindy Crawford Pepsi ad, SumOfUs shows a lookalike buy a bottle of palm oil from a vending machine. With the liquid encased in a branded bottle, the model pours the palm oil over herself in front of a crowd of young boys, who quickly become repulsed by her actions.
Following this, a message from SumOfUs appears, which states that the pop company "buys over 470,000 tons of palm oil per year" and that its products are exploiting Indonesian workers and contribute to the destruction of the rain forest.
Rather than getting a bottle of ice cold pop like in the original Cindy Crawford Pepsi ad, SumOfUs shows a lookalike buy a bottle of palm oil from a vending machine. With the liquid encased in a branded bottle, the model pours the palm oil over herself in front of a crowd of young boys, who quickly become repulsed by her actions.
Following this, a message from SumOfUs appears, which states that the pop company "buys over 470,000 tons of palm oil per year" and that its products are exploiting Indonesian workers and contribute to the destruction of the rain forest.
Trend Themes
1. Satirical Marketing - Exploring the use of humor and irony in marketing to bring attention to important social or environmental issues.
2. Eco-friendly Messaging - Incorporating messaging that emphasizes environmentally conscious practices and sustainability.
3. Anti-corporate Activism - The rise of organizations and campaigns that use satire and parody to call attention to corporate practices that harm people and the environment.
Industry Implications
1. Food & Beverage - Opportunities to innovate the supply chain and sourcing strategies, such as implementing more sustainable practices and reducing harm to the environment.
2. Fashion - Exploring ways to address concerns about environmental impact, including ethical sourcing and sustainable production practices.
3. Marketing & Advertising - Opportunities to incorporate social and environmental messaging into marketing campaigns and create messaging that emphasizes corporate social responsibility.
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