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February 6, 2013

PepsiCo Ad Stands Out Among the Rest

by erikamaguire

PepsiCo Ad Stands Out Among the Rest

Although our discussion on Monday focused on how retailers can enhance a customer’s in-store experience and increase brand equity, I believe it is also important to highlight how companies can now use social media and other digital platforms to strengthen their relationships with consumers and build their reputations.

After looking at a number of advertisements from last week’s Super Bowl, I became really interested in the approach taken by PepsiCo. Although the firm purchased three spots for last week’s Super Bowl, their best advertisement was the 60-second spot used to introduce the halftime show. As you may remember, in this commercial, hundreds of consumer photos were featured. However, it wasn’t just a random assortment of photos; it was photos that consumers themselves had submitted.

Since January, Pepsi had been actively encouraging consumers to send in pictures of themselves, with the promise that some of them would be featured in the upcoming ad. I believe this is an interesting approach because here, Pepsi isn’t treating consumers as simple observers, but rather as active participants. By giving people the power and opportunity to show their attachment with and love for the brand, Pepsi is increasing consumer engagement and involvement, which should always be one of a firm’s main goals.

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