"Pepsi has been wonderful for years at entertaining us," said Kevin Keller, professor of marketing at Dartmouth College. "This [program] is reflective of the times and the realities that people love entertainment but also care and have concerns about the world as a whole. But I would hate to see them stop entertaining us altogether.....Added Mr. Keller, "the one thing becoming more and more true is the importance of cause marketing for any brand, but particularly a brand that has a more youthful target and appeal, which Pepsi clearly has."
The article goes on to say that "in the weeks leading up to the Super Bowl, Pepsi was the second-most discussed advertiser associated with the Super Bowl... according to Nielsen.
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4 comments:
Keller is right-on. The "Next Generation," (i.e. Millennials) that Pepsi targets is concerned about social problems. They're a compassionate generation wanting to make a difference in the world.
The Refresh project empowers young people to confront the social problems that they want to solve. Refresh gives them the funds to make a difference.
Refresh is powerful because it engages the customer. They interact with Pepsi as they create their proposal. The brand is top- of-mind while they live and breath their project idea for weeks.
For a brand that appeals to young people, the strategy is brilliant.
I have to agree with Marissa and Keller, the "Next Generation" is swayed toward products which are providing a social responsible impact.
I look at the power of Product Red and the Green Movement as strong drivers of purchases.
Though, I would love to do a survey to see how many people who are adamantly voting or proposing items for the refresh everything campaign will purchase Pepsi over Coke as a result.
While I think the refresh campaign is powerful and says a lot about Pepsi, I am still a Coca-cola customer and won't be switching to Pepsi.
Cause marketing is truly important for all brands, particularly a brand that has a more youthful target and appeal. It is thus important to incorporate it in the brand marketing strategy.
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