Official 2012 Honda CR-V Game Day Commercial - "Matthew's Day Off" Extended Version
To celebrate the launch of the all-new 2012 CR-V, Honda brought Ferris Bueller's Day Off back in a big game commercial. We cast Matthew Broderick as himself,...
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Summer Time is Pepsi Time: Uncle Teddy
Pepsi tries to out-cool Coke.
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Comment by Michael B. Moore on July 17, 2011 at 9:29pm -
Pepsi is cool and endeavors to reinforce that image, particularly vis-a-vis its primary competitor Coca-Cola. There are a number of ads where it 'goes after' Coke to show that Coke truck drivers, Polar Bears, and even Santa - all Coca-Cola icons - really prefer Pepsi. I understand the strategy. It makes for some fun laughs. Got it! :-\
The downside of that strategy is that by constantly trying to trump Coke in this way - Pepsi, however subtly, positions itself as second tier. It presents Coke as the leader and Pepsi as the challenger. That's a strategy that works for Avis with "We try harder"; but the difference is that they accept their "challenger" position and seek to use it to their advantage. Pepsi really wants to be the leader. They market their "coolness" as a strategic tool in their quest to be the best. They want to beat Coke. Avis obviously wants to rent as many cars as they can, but my recollection is that they don't mention Hertz - they simply seem to embrace their position in the marketplace as number two and therefore work harder to deliver better value and service.
Pepsi calls out Coke in provocative ways. By showing the polar bears, Santa, and even Coke employees drinking Pepsi one could say that their attacks are personal. It would be like Burger King showing Ronald McDonald eating a Whopper. That's serious stuff! One might even argue that its in poor taste. All that said, by showcasing Coke icons, the Pepsi ads simply reinforce Coke's leadership.
As much as anything the ads beg the question, why doesn't Pepsi have any icons like Coke does? From a brand-building, and even a legal standpoint, is co-opting Coca-Cola trademarks the highest and best use of Pepsi advertising? Doesn't Pepsi have any more compelling strategic ideas than to "steal" Coke ones? Is this really the best that they can do?
In my opinion this campaign is disappointing. It's strategically weak because it actually weakens the Pepsi brand. It's even somewhat creatively lazy.
Pepsi can do better.
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