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|#1 Posted on 16.3.05 2315.08 |
Reposted on: 16.3.12 2317.44
Originally posted by CNET/New York Times
Pepsi One ditches TV for Web
Published: March 16, 2005, 7:26 AM PST
By Stuart Elliott
The New York Times
A campaign to reintroduce Pepsi One diet cola will be different in one big way from the campaigns that came before, as well as from typical campaigns for Pepsi-Cola soft drinks: no television commercials.
The Pepsi-Cola Co., long famous for elaborate, expensive spots stuffed with celebrities, music and special effects, is forgoing them for the multimillion-dollar Pepsi One campaign, now getting under way.
The TV commercials that helped introduce Pepsi One, which ran from 1998 to 2001 during high-profile programs like the Super Bowl and featured stars like Cuba Gooding Jr. and Kim Cattrall, are being replaced. In their stead are offbeat alternatives that include promotional events, online films, a Oneify.com site, posters at construction sites, even trading cards.
"It's a change to have a campaign that lives outside TV," said Katie Lacey, vice president for carbonated beverages at Pepsi-Cola's North American division in Purchase, N.Y., part of PepsiCo.
"The opportunity to use different media to create more meaning, more connection, with the consumer is something we'll be looking to do more and more," Lacey added.
The goal of the humorous campaign is to reintroduce Pepsi One in a reformulated version using the sweetener Splenda, and broaden its appeal to include younger consumers and men, who often shun diet drinks. The campaign, by the Playa del Rey, Calif., office of TBWA/Chiat/Day, a division of TBWA Worldwide, is part of a blitz by Pepsi-Cola and the other soft drink giants to capitalize on growing demand for reduced-calorie sodas, which are far outpacing sales gains for their sugared counterparts.
The media strategy of forsaking television, so unconventional for Pepsi-Cola, is emblematic of efforts by major marketers to seek nontraditional methods of reaching increasingly elusive audiences. These approaches are often used to appeal to young consumers, who are as likely to be playing video games, sitting at PCs or sending text messages on their cell phones as they are to be staring at TV sets.
The campaign is "a smart thing for Pepsi to do," especially in trying to "capture more male consumers, because the big diet colas, Diet Pepsi and Diet Coke, definitely skew somewhat female," said John Sicher, editor and publisher of Beverage Digest, an industry newsletter based in Bedford Hills, N.Y.
Pepsi One sales peaked in 1999, a year after its introduction, at 83.7 million cases, according to Beverage Digest data, and have fallen steadily since, to 24.3 million cases in 2003 and 19.2 million last year. At the same time, Sicher said, the market share for diet sodas as a percentage of all carbonated soft drinks has been rising, to 29.1 percent in 2004 from 27.4 percent in 2003.
The theme, "Oneify," is intended to bounce off the brand name as well as address seemingly contradictory trends in the youth market signaled by the word "one." Twenty-somethings often say they want to be perceived as individuals but also identify collectively with their peers.
"Kids are so smart, they'll call you out on overt marketing in a minute," said Lee Clow, chairman and chief creative officer at TBWA Worldwide, owned by the Omnicom Group. "So telling them a 'one-calorie, great taste' story is so ho-hum to them."
"If you engage them in unorthodox ways, with a bit of grace, charm, whimsy, fun and discovery," he added, "you can actually ask them to buy something."
Hey, good luck with that.
I *did* notice new packaging for Pepsi One, but thus far this new campaign has eluded me. Lucky me? Besides, I've been too busy buying bottles with free iTunes underneath the cap...
(edited by CRZ on 16.3.05 2319)
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|#2 Posted on 17.3.05 0641.41 |
Reposted on: 17.3.12 0641.53
| I'm with CRZ. I have the Ipod Shuffle, and I am buying Pepsi bottles because I am always winning songs. I have used two so far and I have another I won last night. This kicks ass.|
On subject, Pepsi One is probably my favorite diet cola along with the new Diet Sprite Zero.
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|#3 Posted on 17.3.05 0803.54 |
Reposted on: 17.3.12 0804.14
| The new PepsiOne is garbage. They didn't just replace the sweetner with Splenda; they tinkered with the formula so it tastes more like Pepsi. I drank the old PepsiOne religiously. This one I'm done with. |
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|#4 Posted on 17.3.05 1032.30 |
Reposted on: 17.3.12 1032.56
| Hey, about the Itunes caps; I noticed that if you tip the bottle the right way you can see if your a winner before you buy. This is the first bottle cap contest i've been able to do this with in a long time. |
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|Y!: ||#5 Posted on 17.3.05 1044.39 |
Reposted on: 17.3.12 1045.22
| I did that the last time around...karma seems to be catching up with me now, 'cause I can't find any bottles with free songs in 'em. |
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|#6 Posted on 17.3.05 1240.18 |
Reposted on: 17.3.12 1240.28
Originally posted by bubblesthechimp
Hey, about the Itunes caps; I noticed that if you tip the bottle the right way you can see if your a winner before you buy. This is the first bottle cap contest i've been able to do this with in a long time.
I think I've nabbed about eleven or twelve so far like that. But it seems like they're filling them up juuuust enough so you can't read it.
In that case, drink Mountain Dew.
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|#7 Posted on 18.3.05 0936.53 |
Reposted on: 18.3.12 0937.43
| Hmmm. This is the first I've heard about the new Pepsi One. I was a big fan of the original, so I hope they didn't screw with it too much. I'll definitely be keeping my eyes open for this when I'm out and about this weekend, but I don't think it's hit in this area yet 'cause I'm pretty sure I saw cases of the old stuff at the grocery store the other day. |
Thirty Millionth Hit
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|#8 Posted on 18.3.05 1153.16 |
Reposted on: 18.3.12 1155.44
| I H-A-T-E-D Pepsione.|
It was like drinking Diet Pepsi, but with a nasty sugary aftertaste.
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