More on the recent happenings in the Coke-Pepsi battle. In my last post I talked about the impact of DVRs on commercial viewing and that advertisers need to embrace creative approaches, evangelism and customer care. Late last week I compared the brand consistency seen in the latest commercials produced by Coke and Pepsi. Let’s mash these two ideas together, shall we?

Pepsi recently launched a couple of new marketing strategies;

• Under-the-cap promotions that link the product with microsites giving away daily prizes.
• Prize code distribution via eNewsletters (Pepsi Xtras and Dewsletter) and Instant Messaging
• A variety of different treatments to new can labels

Coke … nothing new that I can find

Here comes a HUUUUUGE “however”. If you’re going to create an effective online marketing campaign (Pepsi), you have to make sure ’stuff’ like this doesn’t happen!!! Granted, this happened in 2000 and I shouldn’t even really compare recent good stuff with these older online events, it’s always a good thing to revisit the lessons of the past.

Go Ahead, Socialize ...

This entry was posted on Tuesday, February 20th, 2007 at 7:48 am and is filed under Brand-tastic. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.