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Pepsi drops Super Bowl ads in favor of cause marketing
After 23 years of advertising during the Super Bowl, PepsiCo is pulling its beverage ads in favor of an upcoming cause marketing program, The Wall Street …
Source: www.prweek.com
Date Published: 8/15/2022
View: 618
Pepsi and a Thought About Cause Marketing, Authenticity and …
Pepsi and a Thought About Cause Marketing, Authenticity and Commonality … are actively involved in the community, and that they are culturally relevant.
Source: scottgould.me
Date Published: 6/15/2021
View: 8887
(PDF) A Study on the Effect of Cause-Related Marketing on …
This research aims to better understand the effect of CRM on attitude towards the brand. For this purpose, Pepsi’s CRM campaigns in Spain have …
Source: www.researchgate.net
Date Published: 11/13/2022
View: 256
What You Can Learn From Pepsi’s Ad Blunder – GROW!
Pepsi’s failed ad taught us to carefully conser your cause marketing campaign to avo angry backlash.
Source: grow.gardenmediagroup.com
Date Published: 4/2/2021
View: 2311
Pepsi vs. Heineken: Comparing Current Cause-Related …
However, cause-related marketing is a controversial tactic to use, one which can be interpreted by different groups as offensive. Although risky …
Source: www.linkedin.com
Date Published: 7/5/2021
View: 4402
(PDF) A Study on the Effect of Cause-Related … – Academia.edu
This paper aims to detect changes in the attitude towards Pepsi Con formato after … CAUSE-RELATED MARKETING IN SPAIN Current Spanish consumers’ purchase …
Source: www.academia.edu
Date Published: 10/17/2022
View: 1814
Don’t Be Like Pepsi – Lessons from a Cause Marketing Mega …
Don’t Be Like Pepsi – Lessons from a Cause Marketing Mega-Blunder … of historical protests and inserting Pepsi-related imagery with …
Source: springboardpr.com
Date Published: 7/9/2021
View: 8064
Cause-related Marketing Which Brand is better Coke or Pepsi?
In terms of cause-related marketing which campaign worked better the brand: Coke’s Arctic Home or Pepsi Refresh? In my book, Coke d.
Source: mindthegappr.com
Date Published: 9/13/2022
View: 3049
Pepsi Refresh Project’s Cause Marketing Videos
Pepsi is using cause marketing to improve their brand awareness in a declining market. Consumers are moving away from sugary, …
Source: thegreenmarketoracle.com
Date Published: 7/26/2021
View: 3518
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주제에 대한 기사 평가 pepsi cause related marketing
- Author: CelebrityDBI
- Views: 조회수 13,327회
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- Date Published: 2010. 8. 8.
- Video Url link: https://www.youtube.com/watch?v=eVAtOrXkA8U
What is cause related marketing examples?
- Point-of-sale. When a cashier ask you for a donation or encouraging advertisements are displayed at the register. …
- Purchase or action triggered donation. …
- Licensing. …
- Message Promotion. …
- Employee Engagement. …
- Digital Programs.
What type of marketing does Pepsi use?
Sponsorships And Endorsements
It’s no secret that Pepsi’s marketing strategy utilizes celebrity endorsements and company sponsorships to promote their product.
How is marketing used to benefit Pepsi?
Apart from its promotional campaigns, Pepsi also heavily depends on partnerships and sponsorships for brand awareness. In particular, they invest heavily in sports marketing, partnering with various sports bodies all over the world to promote themselves in essential markets.
How does Pepsi use direct marketing?
Direct marketing is another strategy that Pepsi uses their products as wholesale prices for different venues to introduce new foodstuffs. Public relations are vital using sports events in this company help provides economic support and sponsorships.
What brands use cause marketing?
Cause marketing has come to the forefront since the pandemic, with many big brands recognising the importance of charitable giving – and the impact it can have on consumer opinion.
How does cause-related marketing work?
Cause-related marketing is when a for-profit business forms a partnership with a nonprofit charity or cause. The strategy serves to promote the sales of the business and the cause of the charity. Overall, it helps boost awareness and positive publicity for both organizations.
What are marketing strategies in business?
A marketing strategy is a long-term plan for achieving a company’s goals by understanding the needs of customers and creating a distinct and sustainable competitive advantage. It encompasses everything from determining who your customers are to deciding what channels you use to reach those customers.
What was the motivation and strategy behind the launch of Pepsi’s campaign?
This campaign included an ad – “’Jump In’ Pepsi Moments” – and this ad’s purpose was initially to reach millennials and “to project a global message of unity, peace, and understanding,” per a PepsiCo statement.
How does Pepsi use social media?
Pepsi is a brand that excels at ad campaigns. It is no surprise then that they bring their A-game to social media as well. Think about the #Pepsimoji campaign that made such creative use of emojis in social media marketing, along with tapping into user-generated content.
What is PepsiCo’s business strategy?
PepsiCo uses cost leadership as its primary generic competitive strategy. This generic strategy focuses on cost minimization as a way to improve PepsiCo’s financial performance and overall competitiveness. For example, to compete against Coca-Cola products, PepsiCo offers low prices based on low operating costs.
How does PepsiCo create value for customers?
PepsiCo plans on saving money through holistic cost management and then investing that back into its products so that the funds can be indirectly reinvested back into the marketplace. Moreover, to sell product of top quality, the company is very in tune with the needs and demands of its consumers and customers.
What is Pepsi’s marketing budget?
According to financial reporting, PepsiCo has been devoting between 2.3 and 3.5 billion U.S. dollars to advertising and promotion of its products annually.
What is the difference between cause marketing and cause-related marketing?
Cause marketing is also called cause-related marketing, which is considered by most to be synonymous with cause marketing. The terminology largely depends on where you’re located, with cause-related marketing being more popular in the U.K. and India, and cause marketing being more popular in the U.S. and Canada.
What is cause-related event?
Cause-related events are growing in frequency and popularity. These events enable corporates and not-for-profit organisations to collaborate for mutual benefit, within the strategic framework of a social partnership.
What are the benefits of cause-related marketing?
- Directly enhances sponsor sales and brand;
- Cause-related marketing is a respected and accepted business practice;
- Heightens customer loyalty;
- Boosts a company’s public image and helps distinguish it from the competition offering materials a corporate PR officers;
What is a cause based product?
As its name implies, cause-related marketing is the process of marketing a specific idea, cause, or goal, rather than a specific business, product, or service. Cause-based marketing campaigns can be incredibly broad, or very narrow, depending on the campaign.
Pepsi drops Super Bowl ads in favor of cause marketing
After 23 years of advertising during the Super Bowl, PepsiCo is pulling its beverage ads in favor of an upcoming cause marketing program, reported . Meanwhile, Coca-Cola is continuing with its plans to advertise during the Super Bowl, with a spot rumored to be featuring the Simpsons.
Pepsi’s new cause marketing program will let consumers choose community programs to receive grant money from the beverage company, which has set aside $20 million of its ad dollars for the program. It will also focus more on PR and online advertising. The Journal reports:
6 Examples of Cause Marketing Activities
6 Examples of Cause Marketing Activities
“Causes brings over 140 million people together to form the world’s largest giving community. The belief that everyone has something to give is at the core of what we do; people just need a little inspiration, and to know that whoever they are, there is something meaningful they can do.” -Joe Green, Causes.com
Box Tops for Education, TOMS Shoes, and Live Strong are a few of the most popular cause marketing campaigns today. They are great campaigns that help organizations and others in need. But what exactly is cause marketing?
In ReDefining Cause Marketing, Selfish Giving defines cause marketing a partnership between a nonprofit and a for-profit for mutual profit.
A Short History of Cause Marketing examines the history of cause marketing and provides examples of popular campaigns. In 1983, the term “cause-related marketing” was coined by American Express in a campaign to restore the Statue of Liberty.
It can be argued that cause marketing started in the 1960s or the 1970s. Some say it started in the 1960s with the Jerry Lewis Telethon and Muscular Dystrophy Association, others say the 1970s when Bruce Burtch organized fundraisers between Marriott Corporation and the March of Dimes.
Here are six activities to bring donors, a company or organization, and a cause together.
Point-of-sale. When a cashier ask you for a donation or encouraging advertisements are displayed at the register. March of Dimes and Kmart have a successful point-of-sale campaign by asking customers to donate during checking out.
Purchase or action triggered donation. A consumer buys a product and a donation is made to a cause. On World AIDS day, Starbucks donates 5 cents for every beverage purchased.
Licensing. A company pays to use a nonprofit’s brand on its product. (RED)™ is an example that works with iconic brands and organizations to develop (RED)-branded products and services, that when purchased, trigger corporate giving to the Global Fund.
Message Promotion. A company puts it resource to promoting a cause-forward message. Ben & Jerry’s Scoop it Forward campaign created a partnership with Target and VolunteerMatch. Using a tasty way to raise funds and awareness. Thanking volunteers and letting people where they can sign up to volunteer.
Employee Engagement. When a company uses employee volunteers for social good. When Home Depot’s employees volunteer for local Habitat for Humanity projects, they are participating in an employee engagement campaign.
Digital Programs. Using the web and social media based services to promote and collect donations.
Cause marketing is a great tool for any organization. Let us know any cause marketing you see on a regular basis or any companies you see doing a great job at cause marketing–including your nonprofit!
Pepsi Marketing Strategy: Refresh Your Marketing With These 4 Tips
Imagine a healthy soda that aids in digestion and energizes you throughout the day. Though Pepsi’s marketing strategy might not include this image anymore, it once did.
Like all good things, Pepsi’s marketing strategy has since evolved to ensure the soda stays relevant. In this case study, you’ll learn the history behind PepsiCo and the resilience behind the company.
You’ll also learn more about the successes and failures of Pepsi’s marketing strategy. Even better, you’ll be able to see how smart marketers like yourself can adopt Pepsi’s tricks into your strategy.
A History
The formula for Pepsi was created back in 1893 by Caleb Davis Bradham in New Bern, North Carolina. The pharmacist coined this cola “Brad’s Drink” and eventually quit his practice to focus on his new business.
Unfortunately, the business went bankrupt in 1923 due to sugar shortages. A group of creditors took the drink patent until Roy Megargel bought them out.
Megargel continued working until the company went bankrupt again, this time due to the Great Depression. Charles Guth took this opportunity to buy out Pepsi, and the drink replaced all Coke products within his candy store, Loft’s.
To ensure the drink didn’t go bankrupt again, Guth purchased a sugar plantation in Cuba in case of another sugar shortage. Guth also placed a competitive price on Pepsi, charging half as much as other sodas, making sales skyrocket.
Around a decade later, Loft’s renamed itself “the Pepsi-Cola Company,” and Walter Mack became the new CEO. PepsiCo went through branding changes and eventually settled on the red, white, and blue logo to represent patriotism during World War 2.
Finally, Pepsi-Cola merged with Frito Lay in 1961, and the brand we know today started to take form.
From new products to celebrity endorsements, Pepsi’s marketing strategy has helped the company grow into what it is today.
Pepsi Timeline 1893 – Caleb Davis Bradham invented “Brad’s Drink”
– Caleb Davis Bradham invented “Brad’s Drink” 1898 – “Brad’s Drink” changes names and “Pepsi-Cola” hits the market
– “Brad’s Drink” changes names and “Pepsi-Cola” hits the market 1923 – Pepsi files for bankruptcy due to sugar shortages Roy Megargel buys out creditors
– Pepsi files for bankruptcy due to sugar shortages 1931 – Pepsi files for bankruptcy due to the Great Depression Charles Guth buys out Pepsi in replaces all the Coke in his candy store (Loft’s) with Pepsi Pepsi purchases sugar plantation in Cuba in case of another sugar shortage
– Pepsi files for bankruptcy due to the Great Depression 1941 – Loft’s renamed itself the Pepsi-Cola company with Walter Mack as the new CEO
– Loft’s renamed itself the Pepsi-Cola company with Walter Mack as the new CEO 1950 – New red, white, and blue logo to represent patriotism during WW2.
– New red, white, and blue logo to represent patriotism during WW2. 1961 – Pepsi-Cola and Frito Lay Merge
– Pepsi-Cola and Frito Lay Merge 1984 – First celebrity ad with Michael Jackson airs- “The choice of a new generation.”
– First celebrity ad with Michael Jackson airs- “The choice of a new generation.” 1992 – Crystal Pepsi Launches
– Crystal Pepsi Launches 2012 – “Bring Happiness Home” campaign launches for Chinese New Year
– “Bring Happiness Home” campaign launches for Chinese New Year 2015 – Sponsorship begins with NBA
– Sponsorship begins with NBA 2022– 30th Anniversary of Crystal Pepsi
Pepsi Marketing Mix
Product
Though PepsiCo’s products include mostly carbonated drinks, they have expanded their products since their merger with Frito Lay. These products span from salty snacks to fruit juices and teas.
However, for the sake of this case study, the primary focus is the product Pepsi-Cola.
Price
Pepsi’s pricing strategy is driven by their competitors’ prices and customer demand. The company encourages bulk sale, with the cost of higher volumes of Pepsi being cheaper per ounce than smaller volumes.
This strategy helps foster the distribution channels they have in place.
Place
Though PepsiCo headquarters is located in New York, their products are enjoyed by customers in over 200 countries. Pepsi also has 36 bottling plants throughout the world.
Pepsi is especially popular in India, with it being the third most popular carbonated drink in the country.
The brand sells the product through retailers and grocery stores. However, they also have contracts with popular fast-food chains such as Wendy’s, Pizza Hut, and Taco Bell.
Promotion
Pepsi relies heavily on a strong brand image and celebrity endorsements to promote their product. They’ve had celebrities like Michael Jackson, Britney Spears, and Beyonce publicly endorse the brand and its signature soda.
Memorable Pepsi Marketing Strategies
PepsiCo’s past is filled with bumps in the road and near-failures. Luckily, they used the following marketing strategies to ensure their company would survive (and thrive) in a competitive market.
1. Branding Efforts
Pepsi hit the market seven years after Coca-Cola did, and by then, they were already a powerful brand. Pepsi had to develop a brand image that made them stand out.
This task wasn’t easy, as history would show, and they went through quite a few logos before finally settling on the one they have today.
Pepsi created new jingles and slogans to grab their audience’s attention and come off as “the new soda on the block.”
Their slogan, “You’ve got a lot to live. Pepsi’s got a lot to give,” created a fresh, young brand voice. The edginess of Pepsi’s marketing strategy subtly portrayed Coca-Cola as an outdated brand.
2. Sponsorships And Endorsements
It’s no secret that Pepsi’s marketing strategy utilizes celebrity endorsements and company sponsorships to promote their product. In fact, Pepsi has exclusive rights to the Superbowl half-time show, which brings in about 100 million viewers each year.
Pepsi has also been a key sponsor of the NBA since 2015 and continues to reach out to other organizations. PepsiCo even became the UEFA Champions’ League sponsor in 2017.
Pepsi hired Michael Jackson as their first celebrity endorsement in 1983 to star in their “New Generation” campaign. His status brought a lot of attention to the brand and established the soda as the drink of a new, younger generation.
In later years, stars like Britney Spears, Cindy Crawford, and Beyonce would follow suit and team up with PepsiCo.
3. Embracing Social Media
To celebrate Chinese New Year and emphasize family values, Pepsi teamed up with China Women’s Development Foundation (CWDF). Together, they created their “Bring Home Happiness” campaign in 2014.
This campaign consisted of a mini-movie, celebrity endorsements, and a charity program backed by interactive social media channels.
The popular Chinese social platforms Weibo and WeChat gave users a chance to share their own videos centered around family. The video campaign encouraged users to spend more time with their family during the holiday and document it on social media.
Including this campaign as a part of Pepsi’s marketing strategy got the brand in front of a huge audience. This campaign consisted of over 15 million videos on social media and attracted 1.2 billion views.
4. Learning From Failure
PepsiCo wasn’t always the empire it is today. Early on in its life, the company went through bankruptcy twice!
Luckily, they were able to bounce back to create some pretty memorable campaigns. However, not every campaign turned out how they wanted.
In 1992, at the height of the clear soda phase, Crystal Pepsi made its debut. Unfortunately, though, by 1994, Pepsi pulled the product from store shelves.
Some suggest the cause of the failure to be a lack of communication with the public. Consumers weren’t aware of why they changed the color, so they rejected the product.
Others speculate the Crystal Pepsi failure was a side effect of Coca-Cola releasing Tab Clear simultaneously. The two products directly competed, and it was mutually destructive for them both.
However, in 2022 Pepsi announced that they would be bringing Crystal Pepsi back to celebrate its 30th anniversary. The drink still wasn’t available in stores, though.
Instead, the company announced a contest on Twitter, where customers were asked to share a vintage photo. Then, they were encouraged to use the hashtags “#ShowUsYour90s” and “#PepsiSweepstakes” for a chance to win.
How Marketers Can Use These Strategies To Improve Their Own Approach
1. Create A Solid Brand
Though it takes some time, creating a solid brand can help you maintain a positive image with your target audience. A cohesive brand can also help with brand recognition and loyalty.
You can experiment with logos, slogans, jingles, or other design elements to help you create a memorable brand.
Tips on how to get started: Determine and research your target audience
Choose your brand’s personality
Establish design features
Apply your branding across your business
Evolve with company growth if necessary
Recommended Reading: How To Define Your Unique Brand Voice And Stand Out
2. Embrace Partnerships
Just like how Pepsi’s marketing strategy utilized corporate sponsorships and celebrity endorsements, you can use partnerships to increase your reach. Make sure you choose individuals or businesses that fit your brand values.
Tips on how to choose the right partners: Determine what you need from a partner
Determine what you can offer them
Check for previous experience
Consider your budget
Ensure they fit with your brand values
Make sure their audience fits with your audience
If your brand isn’t at a similar level to PepsiCo, use micro-influencers or partner with smaller, local businesses.
3. Find New Ways To Connect With Your Audience
Social channels are constantly evolving to accommodate the needs of the public. Make sure your campaigns use those channels to reach your target audience.
Tips on how to better connect and communicate with your audience: Establish who you want to reach
Research what channels your audience is on
Determine which channels you will utilize
Tell stories to create an emotional connection
Pepsi used social media as the primary driving force for their “Bring Happiness Home” campaign, and so can you. Make sure you go to where your audience is and use the channels most likely to generate attention.
Recommended Reading: 20 Benefits Of Social Media Marketing
4. Take Risks (And Learn From Your Mistakes)
Rome wasn’t built in a day. The same goes for Pepsi’s brand, along with your business as well.
Making mistakes is necessary for growth; the important thing is that you learn why you failed and continue to try again. You can see how PepsiCo persevered through hardships in their early years.
Pepsi decided to buy their own sugar plantation to prevent going bankrupt again from sugar shortages. They diversified their assets to ensure their past wouldn’t also become their future.
PepsiCo reintroduced Crystal Pepsi and promoted it on a new platform that wasn’t available back when they first released it. While it wasn’t the best product, they realized that some customers find value in its rarity.
When something isn’t working for your brand, re-evaluate your strategy and try again.
Pepsi Marketing Strategy Recap
Throughout this Pepsi marketing strategy case study, you’ve seen how PepsiCo got its start. They’ve fought to become the memorable brand they are today, and their resilience has shone on.
Despite a few setbacks, Pepsi is now a multibillion-dollar company and has no intention of slowing down. PepsiCo has thrived by emphasizing branding, embracing endorsements, connecting with their audience, and learning from their failures.
By following Pepsi’s marketing strategy, you can thrive too. Take what you learned here, and create a refreshing brand that energizes a whole new generation.
5 Marketing Strategies We Can Learn from Pepsi — AM Collective
Practically everybody in the world has heard of Pepsico. This leading soda beverages brand was created after Pepsi, and Frito Lay merged in 1965. Even when there was an economic recession, during which time may soda brands faced trouble because of global changes in the industry, Pepsico thrived and has since expanded its business even further.
Pepsico’s success and growth can partly be attributed to their marketing strategies. Here are five marketing strategies that we can learn from Pepsi.
Position yourself well.
Pepsico has positioned its brand and products very well in the market. With 22 brands in its current portfolio, Pepsico offers snacks and drinks with low-calorie and nutritious choices aside from their regular soda products.
As a brand, Pepsi has positioned itself as one that embodies young energy, and this can be seen throughout their marketing and advertising campaigns. Pepsi’s customers are mainly aged between 13 and 35 years old from lower middle class to upper class with a busy and modern lifestyle. Their prices reflect that, staying affordable for millennials from different classes. They have even released smaller soft drinks options to make their products more appealing to those who need a quick drink to satiate their thirst and cravings.
Invest in the right channels.
Traditionally, Pepsico has always invested heavily in marketing to grow in the market and to drive in more sales. According to Pepsi’s annual report, though, they increased their global marketing and advertising budget by more than 12% for 2019. A lot of this now goes into digital marketing and advertising. Although Pepsi still spends on traditional advertising methods like television advertising, a lot has changed through the years. With digital technology still on the rise, it would be smart to invest more in digital marketing as Pepsi does.
Pepsi Marketing Strategy – 719 Words
Introduction
PepsiCo is the second largest nation wide food and beverage industry in the world. This company has twenty-two brand names that collectively bring in billions of annually funding from retails. Their main focus is to produce pleasingly food and beverage within the company that are valued to household names throughout the world. The Pepsi Elements of MarketingIntroductionPepsiCo is the second largest nation wide food and beverage industry in the world. This company has twenty-two brand names that collectively bring in billions of annually funding from retails. Their main focus is to produce pleasingly food and beverage within the company that are valued to household names throughout the world. The marketing strategy and mix both are connected to target marketing focusing on the company needs and wants in a large group setting. According to Young’s study, “PepsiCo’s marketing mix has evolved over time, especially because of the effects of mergers and acquisitions. The marketing mix or 4Ps is the combination of strategies and tactics that the firm uses to implement
It remains valuable and internationally successful in this portion. The element of Pepsi marketing strategy is to stop buyers from purchasing their products when it is only on sale. The marketing mixes identify the products that are offered to consumers. Advertising helps the company gain more consumers and money; such as using celebrities as a marketing target and endorsing them with an agreeable salary to continue to advertise their products. Pepsi promotes their sales by present packages deals and discounts to different stores are another mix marketing strategy. Direct marketing is another strategy that Pepsi uses their products as wholesale prices for different venues to introduce new foodstuffs. Public relations are vital using sports events in this company help provides economic support and sponsorships. These four elements of mix marketing stipulates that advertising, promoting, direct marketing and public relations are the main focus for this corporation to correspond with targeting consumers and endorse their
However, these brand products focus on the younger generation rather than the older generation. Promoting high protein nutritional energy products brings attention to younger adults. Endorsing the most popular celebrities to promote their business helps the profits of their products. Pepsi offers more brand names product other than Coco-cola. The companies marketing strategy are targeting the right generation, but their main focal point is persuading consumers to purchase their products
Pepsi and a Thought About Cause Marketing, Authenticity and Commonality – Scott Gould
Yesterday we discussed Amazon and the challenge intangibles and digital products have with perceived value. I must say, the comments yesterday were rich and deep, and it’s really got me thinking. I’ll be picking up this theme again very soon – if you haven’t said a word there yet, please do leave a comment on what others have said.
Today we’ll look at the second case study, namely Pepsi’s decision to invest it’s $20 million Super Bowl spend rather into Social Media. As I said yesterday, I’d certainly recommend reading both ABC News’ article and Augie Ray’s article at the Forrester Marketing blog, as they both provide excellent analysis and further examples of other companies doing similar things. I don’t actually want to talk about Social Media here though, as they haven’t started the campaign yet – I actually want to focus on Cause Marketing, Authenticity, and, well, you can read the title!
Case 2: What Is A Cause?
According to ABC News, “The Pepsi Refresh Project will launch on Jan. 13 with a Web site where people can outline their projects to refresh their communities to make a better world.” They continue, “Visitors to the site can start voting on Feb. 1. Pepsi estimates they will fund thousands of projects spending in excess of $20 million dollars and hopes to start a movement where others will begin funding community projects in the same manner.”
So what Pepsi are doing, from what I can see here, is not putting all of their redirected Super Bowl funds into Social Media. No doubt a lot has gone into the build, and a lot will go into the management, but the primary use of the $20 is to fund local community projects.
This idea of marketing through social change, cause and community is this Cause Marketing concept that I want to investigate. Whilst the idea of a ’cause marketing’ was identified in the 1970 as a more clearly defined non-profit and charitable cause, it has morphed into becoming a moniker for any gathering of community around a mutual passion or pain, where a platform is built for people to unite and thereby the product is seen as either the platform itself, or the facilitator.
To paint a picture, I think one of the best examples of cause marketing is the numerous ways that Churches today evangelise – by cleaning lawns, helping the poor, building up broken buildings, raising money. On the top level, Churches carry out these activities as a way to market themselves. By carrying out these activities, they show (market) to the onlookers that they care, that they are actively involved in the community, and that they are culturally relevant.
The second level of marketing is more subtle – by actually involving people in the activities, you market to them by providing a platform for them to fulfil their passion or elevate their pain. The aim is to move them towards brand advocacy – participation sweetens loyalty. If I’ve worked with you, with sweat, blood and tears, then I’m not likely to criticise you, am I? On the other hand, I’ll stand by what we’ve done together.
The keen, regular readers (hey guys, how are you?) will know that I’ve actually been doing this for years – most recently with Like Minds. By building a platform for people’s passions and pains I’ve marketed my consultancy, my Agency and my thought leadership, not to mention Like Minds itself. Whether people paid to come, or really got stuck in and helped out, I marketed to them all. It’s important to point out that this isn’t deception – you really are helping people, and providing them with what they want. I love nothing more than to work side by side with people, innovating and pioneering new things – I’ve just learned over the years how to do this better. The more pertinent question, rather than if all this is deception, is whether this is authentic.
What is Authenticity?
The thing is, when I look at Pepsi’s plans, I see a fundamental difference from my examples above. In the above instances, the platform is the product. But what in the world has Pepsi got to do with social change? That’s where the issue with authenticity comes in. I see it, currently, in two lights. Either:
The platform is the product, which means there aren’t strong authenticity issues – because you are being what you are, or The platform is not the product, in which case, there are strong authenticity issues – because you are not being what you are.
I recently met a hero in the form of Joe Pine whilst he was in London. Joe’s book Authenticity (affiliate link) looks at some of these issues, but at the lecture he was giving that I attended, he touched on a very interesting thought I had forgotten. He suggested that in an Experience Economy, businesses face the issue of authenticity with regards to the experience that they deliver. Therefore, he went on to say, businesses need to begin rendering authenticity, in the same way that a service industry improves quality, or a good industry controls cost.
Now I know that’s a deep paragraph, and it would take a lot to explain – so I do suggest you read the book. But in a nutshell, Joe is getting at this idea of authenticity being a case of rendering said authenticity in the right light. How do you convey the right level of authenticity? Consider the whole ‘transparency’ debate – just how transparent do you want us to be? There will always be selectivity – not because I’m hiding from you, but I’m protecting you. You don’t really want to hear my toilet habits, do you? But you do want to hear my daily productivity habits. That’s selectivity. Furthermore, consider that no one is really authentic – even our language doesn’t authentically portray how we feel – how much more, then, are businesses often inauthentic?
Lets skip into February when Pepsi release the Pepsi Refresh Project. How is it authentic? Indeed, can they really truly care, whilst they are simultaneously doing this for profit? Then again, is their decision to plough $20 million into community projects evidence that they do care? Where is the line of authenticity here? It feels like a never ending circle, but I’m sure together we can come up with some answers.
What’s in Common?
The other challenge, when the platform is not the product, is that commonality becomes an issue. Pepsi drinkers, for instance might not be the most altruistic people on the earth, and therefor have little in common with the campaign. However, Like Minds attendees are interested into thought leadership, and therefore have much in common with my thought leadership. You see the difference – which when we carry it along, I come to the conclusion that:
It is easier to unite people around a platform that is a product, than a platform that is not the product.
Why? Because your audience partakes of your product simaltaneously as they participate in your platform.
Think back to the church example. If you are mowing lawns with a church, then are you participating in church – even if you aren’t a Christian. Why? Because as I said, when the church mows a lawn, the church is being what it is – church. Which means if you are mowing the lawns with them, then you are, in that moment, being one with them.
Pepsi’s inherent problem then, is that whilst people are involved in these community projects, they aren’t simultaneously partaking of the Pepsi product. Hey – they aren’t even participating in Pepsi’s brand proposition or brand values.
This for me seems to be a problem – there’s no relation, no commonality. Their probably are ways to find this commonality – but to be successful, doesn’t this require at least some brand values to shift towards this social model, in order for their to be more authenticity?
A Question of Connection
My final thoughts tend towards how strong a connection this type of campaign makes. We’ve yet to see it go live – and of course, given that it is about social change, I’m keen for it to succeed. I’m just curious about how they are going to execute this.
First, like I said earlier, I don’t see this kind of activity to be in line with Pepsi’s brand values. Second, Facebook will be the main draw with Social Networking (that’s where the audience lives) – so how will they tie that in, and get anywhere near a good participation level (given that the whole campaign is likely to be held on another site.)
I’m currently thinking about levels of participation, and this campaign strikes me as one that will require high levels. So who do they have on the ground? How have they tied people in already? You can’t create a campaign with high levels of participation, and hope it goes viral. You need to have prepared your sneezers well in advance.
So
So let me here from you. Specifically, I’d like to you if you think it’ll work – if so, how? Also, what are the implications with authenticity here? Authenticity seems to be very muddy waters, mainly because it is subjective, rendered, and never fully actualised. Let’s talk it through!
Photo with thanks to Thomas Hawk.
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Cause Marketing Gone Wrong – What You Can Learn From Pepsi’s Ad Blunder
Charlie Brown’s pal Linus once told us, “There are three things that I’ve learned never discuss with people: religion, politics, and the Great Pumpkin.”
We’re not so sure about the Great Pumpkin, but we know the religion and politics piece no longer rings true. Especially with the anonymity of social media, people are not afraid to publicly voice their opinions on political and social issues.
So, how do brands take a stand?
Well, the answer might be – they shouldn’t.
Pepsi is under attack for launching an ad that tried to tackle social injustice and racial inequality. The company faced such strong backlash against the ad that it was pulled shortly after its release. However, the damage was already done.
No, Pepsi wasn’t trying to be insensitive. But perhaps they were trying too hard to relate to younger generations and the issues they care about the most.
Cause marketing can be beneficial for brands when done correctly. However, it is important to approach the subject with great sensitivity.
Continue reading to learn how your brand can successfully utilize cause marketing.
Choose Wisely
Unhappy viewers of the Pepsi ad were quick to tweet their anger, calling the ad “insensitive” and “tone-deaf.”
When creating a cause-related marketing campaign, brands need to put a lot of thought into the cause they choose. Make your message authentic and sincere.
Don’t just choose a hot topic because it can be attention-grabbing.
Select a cause that speaks to your brand and matches your message.
At another time, Pepsi, Dr. Pepper and Coca-Cola teamed up with The American Beverage Association to create the Balance US campaign. Because soda drinks have a negative reputation for their high sugar content, beverage companies are often made out to be the “bad guy” when it comes to health related issues and obesity. The goal was for the companies to work together to create healthier options, lower calorie drinks and a balanced diet for American children and families. This messaging was more successful because it more closely matches the brand.
Change Your Perspective
While Pepsi was trying to relate to young people, they did quite the opposite. Perhaps they chose Kendall Jenner as the spokesperson because she is popular among millennials and a millennial herself. However, if they had looked at the ad through the eyes of their audience, their perspective may have changed.
When creating a cause marketing campaign, reach out to your target audience and find out what they think and how they feel about certain issues.
With the prevalence of social media, it’s easier than ever for brands to have a two-way conversation with their audience. By having a deeper understanding of what your target audience really cares about, it will help your cause related marketing campaign become more relatable.
Now, just because Pepsi’s ad flopped doesn’t mean all brands should stay away from sensitive subject matter. However, be sure to approach the situation with extreme sensitivity. Carefully consider the attitudes of your target audience and the current state of the situation.
Pepsi vs. Heineken: Comparing Current Cause-Related Marketing Tactics in Todays Social Climate
A country divided is now seen as an advertising opportunity among companies as they either fail or succeed to have their product become some sort of remedy, bringing people towards a middle ground. In the past few weeks, Pepsi and Heineken have produced new thought-provoking advertisements capitalizing on the tensions of present social divides that many countries are faced with.
Heineken : “Worlds Apart” Social Experiment:
Pepsi: Kendall Jenner Pepsi Commercial:
However, cause-related marketing is a controversial tactic to use, one which can be interpreted by different groups as offensive. Although risky and imperfect, here are some of the few ways which Heineken did cause-related marketing better than Pepsi.
What Heineken Did Right, What Pepsi Did Wrong
1. Used real people
If a company is going to choose to use cause-related marketing to address real issues that people are facing today, it is best to use real people and not actors. Or if they are to use actors, at least have them be actors which consumers can identify with. This would not include A-list celebrities, especially those who do not experience the common social issues present in today’s society and do not advocate for them. Not only did Pepsi fail to do this, but they sought out a celebrity who is literally paid for her inauthentic lifestyle, whether that be through photo shopped modeling photos, or having a “reality” television show with staged scenes.
2. Product was a choice to consumers, not a cure for them
The best thing Heineken did was create a balance between promoting their product and marketing for a cause, a very thin line to manage. First, their advertisement did not glorify the product but normalized it, only depicting the beer briefly throughout the ad and primarily towards the end. This limitation of representation was not only appropriate but effective. Additionally, by having their product be the choice of the participants, it gives the power to the consumer. This is important because it reminds them that they are the ones have the voice and the ability to initiate change. Pepsi however, promoted their produced in their advertisement by not-so-subliminally implying that their soda drink was the remedy to the divisions between people that exists. Not only is this obviously unrealistic, but offensive to those who are facing oppression of any sort.
3. Committed and confident in addressing the real issues
Pepsi, probably aware of the sensitivity to current topics, chose to use a generic protest or rally to portray the current national divide. The protest included signs saying “Peace”, “Love”, “Join the Conversation” and depictions of peace symbols, all to create this generic type of rally. However, this generalized protest drastically backfired for Pepsi. By creating a faceless protest, many groups including those of Black Lives Matter, Anti-Trump, and the LGBQT community took it as offense to their movements proclaiming it sought to portray their recent protests. Heineken, however was bold and outright stated certain issues including transgenderism, global warming, and feminism.
4. Encouraged conversation
One of the strongest aspects about the Heineken advertisement is that it did not take any sort of stance on an issue but it simply provoked conversation between opposing sides. It is these conversations (while over having a chilled Heineken beer) that divisions between groups of opposing ideas can become smaller. Additionally, Heineken sought to remind opposing groups of their common ground as made evident in their commercial description: “Can two strangers with opposing views prove that there’s more that unites than divides us? #OpenYourWorld”. Meanwhile, the only conversation Pepsi encouraged were those of critique from viewers of the video.
5. Overall authenticity in production
Finally, Heineken did a safe approach as well by creating a social experiment advertisement. Not only does this approach create a more authentic and relatable advertisement, but it made real (and more importantly, people unassociated with Heineken) address contemporary issues. No cuts, no retakes, no scripts. Pepsi, on the opposing side, created a huge theatrical production. Streets were filled with extras, dances were choreographed, and dramatic camera angles and music was edited in.
In conclusion, if a company is addressing relevant issues in a campaign and utilizing cause-related marketing, the company must first be authentic themselves. This includes having honest depictions of both the issues chosen to be addressed and their advertised product itself.
A Study on the Effect of Cause-Related Marketing on the Attitude Towards the Brand: The Case of Pepsi in Spain
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Don’t Be Like Pepsi – Lessons from a Cause Marketing Mega-Blunder
If you have been active on the Internet to at least some degree over this past April, there’s a chance you’re familiar with the infamous Pepsi protest commercial. The ad features the supermodel and Kardashian half-sibling, Kendall Jenner, abandoning a glamorous photo shoot to charge to the front lines of an unidentified protest to hand one of several police officers doing crowd control a Pepsi can. After he accepts the beverage, a photographer takes a picture, everyone celebrates, and it seems the issue has been resolved. Whether this was the worst ad or perhaps the greatest ad idea ever is up for debate.
You could argue that the commercial trivialized the significance of protesting in American society’s current sociopolitical climate. It could be seen that Pepsi tried, and failed, to appeal to the millennial audience they were targeting. However, you could also say that it may have unintentionally been the best ad ever. When you watch the ad in all its absurdity, you will find it hard to forget about the Pepsi gaffe whenever a new civilian protest appears on the news.
The commercial sparked some widespread criticism on social media from both the public and notable figures such as Martin Luther King Jr.’s daughter, Bernice King, who posted a picture of her father protesting with the caption “If only Daddy would have known about the power of #Pepsi.” Similar images from other social media users also emerged, with people posting photoshopped pictures of historical protests and inserting Pepsi-related imagery with captions that made fun of the failed marketing campaign.
The soft drink mega-brand replied to King, affirming they did not mean to disrespect people who protest for the sake of justice. Pepsi also attached a message claiming they were “trying to project a global message of unity, peace, and understanding,” and admitted “Clearly we missed the mark, and we apologize.” They have since removed the content and apologized to Jenner for putting her in a presumably embarrassing position.
Here, Pepsi made an effort to appear cause-conscious and came up short… very short. The ad presented an overgeneralized representation of protesting and downplayed its significance to the audience it attempted to connect with.
Don’t be like Pepsi. When you’re gearing up to launch your own cause marketing campaign, keep these lessons from the soft drink mega-brand in mind:
Align with a Specific Cause
Pepsi’s primary mistake was overgeneralizing the multiple protests that have appeared in the wake of the 2016 Presidential Election. They failed to identify with any specific cause, which further added to the confusion. They wanted to promote peace and unity, so why not feature an actual anti-violence organization to substantiate the message?
If you want your brand to take action and get socially involved, pick a specific cause to align with. Send a percentage of proceeds to a local or national charity that has a mission that you as a decision-maker within your organization can align with.
Endorsements are not Always the Answer
Pepsi’s decision to hire Kendall Jenner for this advertisement might have a few scratching their heads. Sure, she is part of a rather famous family that has dominated the reality TV sphere with multiple shows, but what has she done to establish herself as a visible advocate for a cause? Nothing comes to mind. If you’re going to partner with anyone who has any degree of fame for your cause marketing effort, make sure that their own values and personal narrative aligns with everything else.
Though you may not always have the connections to arrange for an A-list celebrity to endorse your campaign, you may be able to recruit a well-known social media influencer, a popular YouTuber, or a prominent public figure. However, if you decide to pursue this route, select someone that can identify with the cause in a meaningful way.
Don’t Whitewash the Issues
Treating protesting as a cause in itself is what resulted in Pepsi’s failure to connect with the audience they were trying to reach. Though they show a few people of diverse ethnic and religious backgrounds participating in the events of the commercial, they did not construct a narrative that felt authentic or sensitive to one specific cause. In the real world, protesting itself is a method for taking action, but it is not a cause within itself.
If you feel your brand cannot deliver a message of substance that could drive conversation and engage those who interact with your campaign, it may be best to not risk whitewashing or glazing over important issues that your target audience might identify with.
If you don’t want to take the risk of launching a large-scale marketing campaign, there are other ways to get involved in a cause that your brand identifies with. Donating money to private organizations that rely on external funding is useful, as well as volunteering your time to help people you care about. You can still promote those initiatives and document them for your brand’s social media following.
Authenticity Doesn’t Go Unnoticed
Now that the ad has come and gone, what Pepsi really missed the mark on was authenticity. In a market where brands are constantly at war with one another to produce the best content, an authentic message will help your brand stand out the most. Conversely, an oversimplified, less authentic message may result in your brand gaining attention in the wrong way.
To ensure the content you’re producing is authentic, select a cause that can tie directly to your brand’s own narrative and show that your organization is involved. Taking up a cause requires meaningful action, so make sure your team is ready to participate.
Want to develop and enact your own cause marketing campaign? Contact us today to see how we can help.
Cause-related Marketing Which Brand is better Coke or Pepsi?
Cause-related Marketing. Which campaign worked better the brand: Coke’s Arctic Home or Pepsi Refresh?
I appreciate my peers who make me think. Even after that fact. Often days later. Geoff Livingston posted on his Facebook wall a question as to which campaign did folks like more Coke’s Arctic Home or Pepsi Refresh. I gave a flippant answer, but this morning as I was putting a 12-pack of Coke in the fridge, Geoff’s question popped back in my mind. Now I have to be upfront here, we’re die-hard Coca-Cola drinkers in this house and having moved to the region where Pepsi was created is hard to swallow. That being said as a public relations professional, I pay attention to what all brands are doing including Pepsi.
Both companies should be commended for raising awareness and raising funds for worthy causes. With their vast marketing machines, their reach is undeniable and their ability to influence the masses for the betterment of our global community is unmatched.
My question is which of the campaigns fit better with the brands? I have to say Coca Cola’s Arctic Home. The polar bear has been featured in Coca Cola advertising since the 1920s and became a central part of their advertising in the 1990s. It makes sense to me that Coca Cola would partner with an organization such as the World Wildlife Fund to help protect polar bears. It was a very focused campaign. On the other hand, I don’t quite see the connection with Pepsi and the Refresh campaign. It doesn’t jump out at me and stay with me. I found the campaign disjointed and confusing. What was the focus of the campaign? The mission wasn’t clear.
When entering into any cause-related marketing campaign, it has to be a good fit for both the brand and the cause. It just has to make sense. And be memorable for the consumer. It needs to keep with the mission. Period.
Ann Marie van den Hurk, APR, is an accredited public relations professional with over a decade experience bridging the gap between traditional public relations and emerging technologies. Need help reaching your business’s customers, call 302.563.0992 to schedule an initial consultation, or contact Mind The Gap Public Relations.
키워드에 대한 정보 pepsi cause related marketing
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