Pepsi still has superstars from cricket and filmdom on its rolls, but it is no more banking on them alone to make its voice heard in Youngistaan — the world of its target audience. It is going all the way to reach its young audience in their preferred haunts, be it in cyberspace or real life. Its ‘MyCan, MyWay’ campaign was kick-started by a commercial featuring Indian cricketers and a group of boys, reminiscent of today’s teens with attitude, in Kerala. Since then it has spread out through non-mass media such as the Internet and radio, asking the youth ‘What’s Your Way’. The whackiest answer to a dicey dilemma would earn the user a whole lot of goodies from Pepsi.
The brand has come a long way from its online presence on the Yahoo! portal, known as ‘pepsizone’. Pepsi’s online Youngistaan is where all the action now is. Not only does it have tricky situations enacted by its youngest crop of brand ambassadors — Deepika Padukone, Ranbir Kapoor and MS Dhoni — but also those co-created by users for others to solve.
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