How Pepsi-Cola Got The Revenge From Burgers & More — 3rd Release

Hello, It's Saturday! Welcome everybody to your M..R..K..T..N...Goooaal Newsletter...! I'm your author Wimukthi Dilhara AKA WD.

Today we have 3 interesting marketing stories to tell you.

So, Make yourself a cup of coffee and some cookies.

Remove all distractions, and turn on The Focus Mode on your phone to maintain your focus.

Then, take a breath and start experiencing quality reading time.

Let's dive in.

If you're busy, don't read this in a rush. Save this for later and read with peace of mind. - Reminder

Today, We start w/Print Advertising

1. How Pepsi Cola Got The Revenge From Burgers

This ad campaign by DDB made history for Pepsi, making it the most shared & discussed Pepsi campaign of all time.

Let me tell you the story.

For over 30 years, burger chains in the United States only serve Coke to pair with their burgers.

But researchers show that in a blind test, Pepsi tastes better than Coke.

Pepsi wanted to take the burger game into their hands.

So they partnered with my favorite ad agency; Doyle Dane Bernbach, to show people even though they’re not on the menu, they are always in the picture.

That's the beginning of — #BetterWithPepsi

The main idea is to fold the wrappers of the most famous burger food brands and find hidden Pepsi logos in them.

Wait... What? Find Pepsi in Mcdonalds,? No way.

To do the craft, DDB worked with an origami artist.

Sounds easy. But I’m pretty sure that, it wasn't that easy.

However, they did that. They found Pepsi not only in Mcdonald's but also in Burger King & Wendy’s. haha …

Then, they ran the ads in the major newspapers in the U.S. Such as the New York Post. The ads got public attention.

But that’s not the crazy part.

The crazy part is they ran these ‘Better With Pepsi’ billboard ads to their restaurants. Because they wanted to show it to the fast food customers.

Emotional Damage?…

It worked really really well.

They made people laugh and reveal a good point with that, making people ask for Pepsi, and also making their employees embarrassed to serve Coke with burgers.

Pepsi: We might not be on the menu, but we’re always in the picture.

Although it's crazy, the craziest part came after they released the campaign on social media.

Ha Ha Ha… They got people to see Pepsi everywhere they look, even during the French Revolution. Also in their meals, in the logos, and literally everywhere. That’s hilarious and effective.

Courtesy to the person who made this.

The campaign got people to do the marketing for Pepsi, resulting in the most discussed, most liked, and most shared Pepsi campaign of all time with 3.4 Billion impressions.

So, When we think about why this campaign became so viral and successful, we can identify 3 key reasons.

?? Simplicity

The whole campaign is based on a simple concept. 'Find Pepsi Logo'. It's not a complex one so the difficulty of understanding for the public is significantly low. Even with the low attention span on busy places which they advertised, People can understand it easily.

Simplicity makes things easy to understand.

Whenever you make something for someone, make it simple.

?? Uniqueness

This is not something you see every day. You see all these ads, and interruptions that make you frustrated. It's something novel and unexpected.

Something worth looking at. Something worth talking about with your friends. Something interesting.

It's not a copy. So you didn't see anything like that.

Because It isn't average. So, It stands out from all the noise.

If you do something 99% of others don't, I'll definitely get noticed.

? Community Engagement

The 3 rd one is the hardest one. It's engaging. That's what made this the most shared campaign of all time for Pepsi. They ran dozens of advertising campaigns throughout history,

But, This one factor is what made this No.1 on the list.

They didn't just show them an ad. They showed their community a new way of looking at things they see day-to-day basis.

They gave people a task to complete. They did it and the next thing they did is the most important one.

They shared it.

Because of the fact they have an actual community, they got it and did it. They didn't pay people with cash but with the fun of doing the task.

These are the 3 key things. But There's more. If found one, please leave them in the comments.

So... That’s Pepsi.

Do you know what happened to Mcdonald's after all this? They literally got drunk —

And Continue With OOH Advertising

2. McDonald’s Got Drunk With Their Advertising

This is the latest marketing campaign that McDonald’s holds in NZ with their ad Agency, The DDB Group. As you know,?they are one of my personal favorites.

Just like most of Doyle Dane Bernbach's ads, this is also fascinating.

They talk directly to people who like drunken dining, not to everyone in the streets.

Which is so important for the success of a campaign. Because, as you learned from the previous content,

' If you're talking to everyone, you're talking to no one.'

DDB passed that test with an A+ which makes the campaign stands out from all the mediocre advertisements out there.

If you’re a person who gets drunk, you know what it feels like after some time.

The background goes blurry, you can’t see or read anything properly, Even some times you can’t stand straight.

It’s terrible. But, it’s funny. Right?

You talk about these with friends and have a good laugh sometimes, right?

That’s what McDonald’s leveraging here. They use?humor?to pick you up immediately.

The words in the ads replicate the feel of drunken nights.

It’s not, The Fillet-o-Fish with extra tartar, It’s?‘ferret oh frish extra tata’.

It’s not, A Big Mac Combo, it’s?‘A Big Mac Congo’.

The background pictures made it further replicable.

The bit blurry and shaky images make people remember those nights. And that is simply outstanding.

The phrase at the bottom,?‘We speak late night’?tells people about how the night shifts are going typically while letting people know they are open all day, even late at night.

You get drunk; We got your back with Mac.

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So, When we think about why this campaign became successful, we can identify 2 key reasons.

?? Absurdity

the quality of being stupid and unreasonable, or silly in a humorous way. Ex - Standing there naked, I was suddenly struck by the absurdity of the situation. We laughed about the absurdity of the idea.- Cambridge Dictionary

Everything starts with attention. An ad campaign needs to have the ability to get attention first. When it comes to capturing attention, nothing beats the absurdity factor.

It creates that pattern interrupt which takes people's attention instantly.

It's the reason why some of the videos you see on social media start with a little shake or something unexpected.

When people walk along in the street, they see lots of ads, and the patterns continue they expect ads similar to them. And suddenly, they see these ads.

Saw something unidentified. The pattern was interrupted immediately. Eyeballs Captured successfully.

?? Qualification Of The Audience

People are always sick of most advertising. They waste people's energy by taking their attention to give a message that they don't want to her. They talk at people not to people.

Because They talk to everyone. Untargeted bad advertising.

But, In this advertising campaign, we can clearly see they targeted the people who get drunk at night. They are the ones that understand the message they're communicating.

They are the ones who can relate to that situation where everything seems blurring and you can't clearly see something.

All these became possible because the campaign is well-targeted.

? Engagingness

The whole campaign is giving people an easy-to-solve puzzle to solve. But, an interesting one. A funny one. With absurdity they take people's attention, then people have a simple puzzle to solve, which increases attention span.

It's kind of a task that is fun to do.

When they complete the task, they feel happy about themselves. When that happens they associate that positive memory with the brand. And the perceived value of the message goes up too.

In Marketing psychology, We call this an IKEA effect, Named after the Swedish furniture giant IKEA.

All this leads to campaign sharability. When they feel something is share-worthy, They capture it and share it.

Work of mouth marketing...

But, What do you think of this campaign?

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And Finish With A Billboard Activation

3. Corona's Living Billboard | New

To reinforce Corona's association with nature, both for its natural ingredients and its purpose of promoting a more connected outdoor lifestyle, Corona and Fahrenheit DDB created the first advertising panel that walks driven by the force of the wind. - Ads Of The World

Living Billboard travels through different landscapes of Peru on its own, interacting with the world.

If I say the brand name, 'Corona', What comes to your mind?

In my mind, It's beaches bit*hes. Ha ha. No matter what comes to your mind, they all are related to nature and outdoor experiences, right?

That's how they positioned themselves in the market.

So, they wanted to reinforce their association with nature with this new activation.

Generally, A billboard is a static a little boring media element that has a long history. Also, there are digital billboards that are more interesting.

But, Corona and Fahrenheit DDB decided to make it more real.

They don't just say 'Powered by nature'.

They show it with a unique approach that stands out from all the noise out there.

'A Billboard That Walks With The Force Of Nature'.

With the force of the wind, it travels throughout the country called Peru.

Traveling through beautiful landscapes reveals the core of their brand.

Wow! What a fascinating approach they took.

It doesn't feel like advertising. It doesn't interrupt you.

But, It catches your eye. It has the ability to hold your eyeballs for a long time. You'll never be sick of looking at the billboard.

Because It's something worth seeing, It's something worth looking at, something unexpected, something novel.

If you make something like this, people will take photos of that and share it with their friends. Because It's worth sharing and talking about.

You can see in the video that people act like that. Which proves the success of the campaign to us.

Corona proves this isn't just a marketing stunt with their 100% natural ingredients promise. So, They can represent nature without any guilt I think.

Also, It builds believability which is critical when it comes to advertising.

Btw, My favorite thing about the campaign is the beauty of the message they give to all of us as human beings.

' If we left nature impulse us, We feel more valve. '

It's so so beautiful. I love it so much.

An outdoor traveling billboard, targeting people who like traveling outdoors. The message they tell is not just written on the billboard, but also they show it with the medium they used to communicate it.

It'll be much harder to find a better way of doing a marketing campaign than this.

One of the most interesting campaigns I've seen.

Cheers, Corona!

? Why this campaign is so successful? Because It's Unique. With that, They are able to differentiate their campaign from every other average ad out there. Which leads to sharability.

They made something worth talking about. Which makes the campaign viral.

So, All of these carry Corona beer to their campaign goals.

Now, you can understand that the key components of successful marketing/ advertising campaigns have interconnections between them.

One thing leads to another and it leads to another thing that is bigger than the first thing and it goes all the way to the campaign goal.

That's how 'snowball effects' happen in marketing/ advertising.

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Thank You So Much For Reading. See you next Saturday.

Thank You: Ads of The World, DDB YouTube & Instagram, and other sources.

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