The New Pepsi Ad Campaign Aims to Take Advantage of World Cup Buzz
Rahul Kalvapalle — April 8, 2014 — Lifestyle
References: pepsi & sports.yahoo
'Now is what you make it' is the tagline of this interactive soccer-themed Pepsi ad campaign which aims to take advantage of the buzz and momentum surrounding the upcoming FIFA World Cup. Pepsi is not an official sponsor of the World Cup -- its rival Coca-Cola is -- but the company is thinking big with its first global soccer campaign.
This Pepsi ad campaign features a number of Pepsi's soccer brand ambassadors, including Spanish World Cup winner Sergio Ramos, Argentine icon Lionel Messi and English starlet Jack Wilshere. Pepsi has 19 players on its roster, who among them will give different local markets the option to feature players who will resonate in those particular regions. For example, the North America campaign will feature Team USA star Clint Dempsey.
The ad itself is interactive; viewers can click at various points to change the story-line of the ad.
This Pepsi ad campaign features a number of Pepsi's soccer brand ambassadors, including Spanish World Cup winner Sergio Ramos, Argentine icon Lionel Messi and English starlet Jack Wilshere. Pepsi has 19 players on its roster, who among them will give different local markets the option to feature players who will resonate in those particular regions. For example, the North America campaign will feature Team USA star Clint Dempsey.
The ad itself is interactive; viewers can click at various points to change the story-line of the ad.
Trend Themes
1. Interactive Beverage Ads - The interactive nature of this ad campaign highlights a trend of engaging consumers through interactive experiences.
2. Global Soccer Campaigns - The rise of global soccer campaigns by non-sponsor companies demonstrates a trend of brand competition in major sports events.
3. Localized Marketing - The inclusion of local soccer stars in different regional campaigns reflects a trend of targeting specific markets with personalized content.
Industry Implications
1. Beverage Industry - The beverage industry can explore interactive ad campaigns to create more engaging and memorable experiences for consumers.
2. Sports Marketing - The sports marketing industry can capitalize on the trend of global soccer campaigns to create innovative and competitive brand strategies for major sports events.
3. Advertising Industry - The advertising industry can leverage the trend of localized marketing to create targeted and personalized ad campaigns for specific regions and demographics.
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