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»Pepsi

How Pepsi Proves It’s Worth Going All-In On Super Bowl Marketing

A 30-second Super Bowl spot costs $5 million, and could be seen by 100 million live viewers. Depending on your perspective, it could be either the greatest opportunity or the biggest waste of the year. We know one brand’s perspective, at least. PepsiCo, a long-time Super Bowl partner, is back in force this year with... Continue reading »
by James Hercher // January 31st, 2020 //
»
Pepsi Paid Top Dollar, And Plans To Win The Big Game This Weekend

Some Super Bowl predictions are easy: The big game will attract the largest US TV audience of the year and drive a single-day bonanza of food and beverage purchases. But for brands like Pepsi, which are placing the biggest marketing bets of the year over Super Bowl weekend, establishing ROI is no sure thing. Brands... Continue reading »
by James Hercher // February 2nd, 2018 //
»
ANA Masters: How The Power Of Positivity Is Affecting Marketing Budgets

Marketers are known for a near obsession with data – metrics, iteration and ROI – but a string of CMOs at this year’s ANA Masters of Marketing conference avoided the firm ground of data and measurement in favor risk-taking and experiential concerns. “Advertising isn’t dead, but it’s craving courage,” said Arby’s CMO Robert Lynch, pointing to... Continue reading »
by James Hercher // October 19th, 2015 //
»
ANA Masters Show: Disrupt Yourself Or Someone Else Will Do It For You

From global leaders to energetic startups, “internal disruption” has become the driving force behind marketing resources. “The scary thing for me is to see how fast the disruptors are themselves being disrupted,” said Pepsi’s beverage group president Bradley Jakeman at the ANA’s Masters of Marketing conference. He pointed to the speed with which a company... Continue reading »
by James Hercher // October 15th, 2015 //
»
Ad Chiefs Sable and Sculley: Why Data Has Reinvented Marketing And What The ‘Message’ Is Missing

John Sculley, the former Apple and Pepsi CEO, joined David Sable, global CEO of agency Y&R, Jessica Gelman, VP of customer marketing and strategy for Kraft Sports Group (which owns the New England Patriots professional football franchise) and others Thursday in New York for a discussion about the way data has changed the marketing “message.”... Continue reading »
by Kelly Liyakasa // January 31st, 2014 //
»
Pepsi Campaign to Inject 'Real-Time' Creative Into Display, DOOH Ads

Pepsi's new global campaign, "Live for Now," is all about immediacy, or as its creators would have it, “the excitement of now.” So it seems fitting that the effort’s main digital ingredient is a cascade of recent Pepsi-themed tweets, brand-created content, and miscellaneous scraps of trending content. For now this interactive experience, known as Pepsi... Continue reading »
by Zach Rodgers // May 1st, 2012 //
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