Want to get more out of your summer? Ditch Coke and grab a Pepsi.
In its "Summer Time is Pepsi Time" campaign, Pepsi wants normal Coke drinkers to take a break from the usual and normal and try a Pepsi. The result? More fun, excitement, and an overall better time. But Pepsi isn't using just anybody; they decided to highlight this notion by using two Coke icons, the polar bears and Santa Claus.
See the two ads below.
I think this is an interesting campaign for the sole fact that Pepsi is not telling Coke drinkers to totally switch over. No, Pepsi is telling Coke drinkers to simply take a break from their usual routine and have fun. Indulge a little bit. Go crazy for once and try this wacky cola. Because you just might enjoy yourself. I think its effective, and it'll be interesting to see the response from this campaign. Nothing is wrong with trying to get a seasonal boost, especially when the boost comes from outside one's usual market. Rock on Pepsi, rock on.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
Want to get more out of your summer? Ditch Coke and grab a Pepsi.
