Pepsi's 2007 marketing campaign called for a few changes; 35 to be exact. Pepsi is taking a new approach to marketing this year that will deal with their packaging. This campaign calls for the Pepsi bottles and cans to change their look every couple of weeks. Since its birth in 1898, Pepsi has changed the look of its containers a total of 10 times. This year alone they plan on changing the look 35 times with different themes to catch the eye of shoppers.
The bottles and cans will all feature the globe-shaped Pepsi logo and traditional lettering, but the background of the cans will constantly change. The backgrounds will show different themes that Pepsi has found its target to be interested in. I recently read a blog that quoted the company as saying the goal in continually changing the containers is to “reflect themes close to the hearts of teens and young adults, such as sports, music, fashion and cars." The change that this marketing scheme offers intends to excite the consumer. They will soon realize that the cans are changing their look. They will be excited to see what the next design will look like when its displayed in stores.
Because the cans feature hobbies the target is interested in, such as sports and music, they will take the time to see what is on each new can. The extra time the consumers spend observing the new look of the can is also extra time that they can think about buying cool, refreshing soda.
Pepsi is also using the new cans to make the consumers feel connected to the company. A sports enthusiast who sees a basketball background may feel like the company is really taking the time to get to know their customers. Pepsi knows what they like and they try to encorporate consumer intersts in their product. This strategy tries to give the consumers the impression that Pepsi cares about them by making the cans more personal.
The bottles and cans will also have internet addresses printed on them. These addresses will lead consumers to online activities including games, contests, and sweepstakes. The sites also will also invite consumers to help design projects including a Pepsi billboard to be placed in Times Square and a new paint scheme on the Pepsi sponsored NASCAR racecar. These interactive components make consumers feel more connected to the company. The sites give the consumers the opportunity to be involved in the company. Someone who works on the new paint scheme seen on Pepsi's racecar will be more loyal to the brand because they feel connected.
The campaign is set to launch this month. Check out the new look of Pepsi cans and the interactive websites.
The bottles and cans will all feature the globe-shaped Pepsi logo and traditional lettering, but the background of the cans will constantly change. The backgrounds will show different themes that Pepsi has found its target to be interested in. I recently read a blog that quoted the company as saying the goal in continually changing the containers is to “reflect themes close to the hearts of teens and young adults, such as sports, music, fashion and cars." The change that this marketing scheme offers intends to excite the consumer. They will soon realize that the cans are changing their look. They will be excited to see what the next design will look like when its displayed in stores.
Because the cans feature hobbies the target is interested in, such as sports and music, they will take the time to see what is on each new can. The extra time the consumers spend observing the new look of the can is also extra time that they can think about buying cool, refreshing soda.
Pepsi is also using the new cans to make the consumers feel connected to the company. A sports enthusiast who sees a basketball background may feel like the company is really taking the time to get to know their customers. Pepsi knows what they like and they try to encorporate consumer intersts in their product. This strategy tries to give the consumers the impression that Pepsi cares about them by making the cans more personal.
The bottles and cans will also have internet addresses printed on them. These addresses will lead consumers to online activities including games, contests, and sweepstakes. The sites also will also invite consumers to help design projects including a Pepsi billboard to be placed in Times Square and a new paint scheme on the Pepsi sponsored NASCAR racecar. These interactive components make consumers feel more connected to the company. The sites give the consumers the opportunity to be involved in the company. Someone who works on the new paint scheme seen on Pepsi's racecar will be more loyal to the brand because they feel connected.
The campaign is set to launch this month. Check out the new look of Pepsi cans and the interactive websites.
1 comment:
10 points for the week
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