The launch of the new Pepsi taste, ‘Pepsi Gold’ along with its new slogan - ‘World Cup Ko-La’ had the perfect timing, but sigh…we could not get it. So they proposed a new angle to it by getting hold of energetic youngsters who are more enthusiastic about winning the next cup rather than crying over spilt milk. May be I was emotional; there are others too in my friend circle & beyond that who will share the same thought process. But then thinking from sales & promotion point of view, well its important that your product sells, but at the cost of the sport loving population’s emotion…hmm sounds sarcastic.
Pepsi Gold, the specially created cola campaign for World Cup, is now on to salvage operation to maintain continuity in its campaign & preserve the original theme. The new communication features a bunch of kids asking a tailor to stitch oversized team uniform and ask for delivery after four years. At first, I felt as if it was a mockery to the team, to the image of the sport in India.
“Chaar saal baad, Agla World Cup hum laayenge” is the dogma these teenagers fling back at the startled tailor. “Pepsi is about youth and optimism and people should learn to take defeat in their strides. It’s about regrouping to move ahead, not retreating to your shell. In the ad, teenagers have been shown with optimism and moving ahead,” –a Pepsi spokesman, said. First, India loose to minnow Bangladesh, & then the official world cup cola drink, Pepsi Gold comes up with something else than what it had begun with as a world cup campaign. It seems, at times as if they are trying to be bigger than the game.
Or should I say that Indian marketers see a phoenix-like rise for the country’s beleaguered cricket team, after its embarrassing exit from the ICC World Cup 2007 in the Caribbean’s, may be in the 20-20-world cup. Presenting, the remarkable Indian spirit --spirit of the game or spirit of the marketers who want sales at the end of the day by any means. So what next …… from the ad creators?????…A background score of “Hum Honge Kamiyab..Hum Honge Kamiyab”…for a cola ad. How would that sound ???…
Waiting for critics & analysts pen down their views...well I hope nuanse, Mo-Jo Jo-Jo & our vaastav guys are listening. Oooops ....I forgot the delectable desposition, ....waiting for U too to comment.
4 comments:
frankly i really liked the commercial ...yes it surely seems an avengfull act by them ....but surely they have ruptured down all the pins in a strike....it takes care of many things together....
yes sarcasm on thier side that we are a clear cricket crazy nation, we will always be..
also the fact that all the models in the commercial are kids imagine the amout of money they saved on celebrity endorsments...and the concept is so witty.. i believe they shud stop using celebrities it kills creativity
also the fact that pepsi was once the official drink of the world cup 1996 they were attached to cricket since ages .... so for me it is a great commercial...yup even without shahrukh or sachin its making people talk abt it so rather it has dne wat it wanted to !!! wat say ?
all i wanna say is launching this product was a big risk.. * but pepsi ppl must be a strong beliver of more Risks more gains * if our team managed to enter semis or near by slots then this positioning would have been a big hit ... i manage to read that around 30k ppl from india went there to see the world cup ( excluding indians living in west indies or near by regions) .. so one can easily infer our nation is just crazy abt crciket... so it was not at all a bad idea of positioning...
pepsi took a risk but in the end it was a debacle ...
but no doubt tht commercial was good ...
All rite....sum inputs....moving back to 2003 world cup....what pepsi did?...."Blue Billion" campaign....pepsi turned blue...n they frimly attached pepsi with cricket ...n that campaign as we all know was a big hit n went on for 4 yrs...n pepsi also started merchandising those accessories n all....
This world cup.. continuing the same trend...pepsi gold...coz last time we lost the final....this time the hopes increased....so the target was gold colored world cup...so they turned gold...a great positiong strategy....no doubt about that..need not to say a cricket crazy nation has to be caterd like wat pepsi did...
But unlike Blue Billion the campaign failed..we all know the reason why?...but the product is already into the market.
so, what they cud do?...they kept on following the same trend.....and attached the pepsi gold with next world cup...so, if they can sell hope...the decrease their loss...nothing better than that...
u see wat i m saying?..hahaha...
In marketing,you have something called conditioning of words in mind.Great example can be 'Thanda matlab'=coca cola.Pepsi is tryng to do the same magic with world cup-ko-la.
Post a Comment