PEPSI knows it! Since first partnership with Michael Jackson, back in 1983, PepsiCo, Inc. has launched several campaigns using music as a storyline or music artist who have helped the company building its brand’s identity and personality.
Here’s an example of pioneer commercial campaign (1980s)
A brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key stakeholders: customers, staff, partners, investors… Others may say a brand is more than that: confidence, passion, belonging, action, security or a set of unique values.
We tend to think of branding as a modern day phenomenon; undoubtedly branding has evolved over the late 1990s and early 2000s, but certain studies argue that branding started even before (around 1800s) when companies that sold patented medicines and tobacco realized the importance of their product’s association with a brand.
History provides some insight and perspective on modern day branding, and curiously have dated the branding phenomenon and first evidence of advertising even to ancient Babylonian civilization back in 3,000 BC!
Coming back to PEPSI’s strategy, a recent deal with the late King of Pop’s estate will allow the brand to use the music legend’s image for a new global marketing campaing. In order to amplify the company’s strong ties with popular culture and win market share from its main competitor (Coca-Cola Co), Pepsi will release a series of new TV ads, will launch an special-edition can with the artist’s image and will give the chance of downloading remixes of Michael’s most famous songs by scanning codes that will be placed on the new cans. Going a bit further, the company is also considering other ways of attracting the customer and will give away tickets to Cirque du Soleil shows along with special leather jackets inspired by the artist genuine style as a reward.
Music is everywhere and Pepsi has created another campaign called Live for Now pushing another strategic partnership with Nicki Minaj
During 2012 spring, Pepsi also joined The X Factor and embarked on The Pepsi Flavor Audition Tour, giving contestants and fans at more than 20 locations in 15 cities, the exclusive opportunity to sample four new Pepsi flavors and be the judge of which one earned the right to be called Pepsi X.
Eric Whitehouse, director of marketing for Pepsi has mentioned:
“Our partnership with ‘The X Factor’ has given us the opportunity to further engage with our passionate consumers, and continue the Pepsi legacy of supporting aspiring musical talent …With Pepsi X, we put fans in the judge’s seat — giving them the power to select our next limited-edition flavor — the Pepsi with ‘The X Factor.'”
Allowing consumers to be part of the product experience is also crucial, and with such Flavor Auditions Pepsi is getting even closer to the society.