Pepsi’s New Ad Campaign

I guess pop stars don't sell soft drinks, because Pepsi has new advertising. The new ads focus on how well Pepsi goes with burgers, fries, and hot dogs. I smell an obesity law suit in their future.

In one outdoor ad, a slice of bacon from a burger licks the Pepsi glass. In another, a curly fry hugs the glass. The images might not sit well with obesity watchers, but Pepsi says the ads are based on findings that 57% of Pepsi consumption occurs with a meal.

"It's a realistic yet responsible depiction of our business strategy and consumer behavior," says Katie Lacey, vice president of colas.

The campaign is a significant shift for Pepsi, which had become synonymous with pop divas during the company's previous Joy of Pepsi campaign. Though Faith Hill kicked off that campaign in 1999, heavy-hitting pop stars Britney Spears and Beyonc� Knowles also became endorsers. Those superstars may have overshadowed Pepsi-Cola. Its volume sales are down 5.5% year-to-date, according to Beverage Digest.

Obviously, Pepsi hasn't yet learned that we consumers don't make our own decisions, but are manipulated by large corporations. Maybe our benevolent government will step in and regulate them. Then they can force us all to eat salad and drink water, since government knows what is best. Seriously though, I think this is an interesting move by Pepsi given the current societal views on fast food and obesity (or at least, the mainstream press views on that – I'm not so sure the average Joe is staying away from fast food). I can't wait to see how this turns out for them.

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via Daily Business Brief.