The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.
M.Venkatesh (14BM60076), MBA 2014-16, Vinod Gupta School Of Management, IIT Kharagpur
This article is in reference to the article “The Pepsi challenge is back with a twist” which was published March 13thth, 2015 in The Economic Times.
Now-a-days marketing isn’t just about the company and its products. In fact it is also not about the traditional way in which company sells its products using an innovative ad that lasts for 30 seconds or so. Marketing is now much bigger than it was just a few years back. Today companies want to involve their customers in the promotion part of the marketing mix. And Pepsi, being a pioneer of content marketing in the past, is set to kick start a new campaign, which in my view, is altogether a completely a first of its kind campaign for a beverage manufacturer. In the present generation of digital communications, it has become a must for ad makers to capitalize on their social platforms. Now Pepsi asking its own audience to create a set of ads and then airing them on TV after filtering is a brilliant move. Above all Pepsi also wants to add a social factor for its campaign. In my view, Pepsi is taking a cue from some recent campaigns which were not originally intended to be campaigns but just activities. The best example I can quote here is ALS Ice bucket challenge. And we all know how it gained world wide attention using just social paltforms like twitter and Facebook. But not many of us know that ALS Association donations raised from just $19.8 million to approximately $100 million after the activity turned out to be a crazy campaign. Pepsi by introducing a new ad campaign which lasts for an year and which involves its customers all around the world is really marching in the right direction in this new age of digital and content marketing.