Pepsi has set-out to capture the attention of millennials/Generation Y (b.1978-2000) which account for a population of 76 million in the US. Pepsi recently ditched lead agency of 48 years, BBDO for TBWA-CD. A recent article at the Huffington Post mentions:
Our recent survey discovered that despite the recession and the impact it is already having on jobs and long-term prospects, the Millennial generation (18-to-28-year-olds) may be the most optimistic. Just over 80 percent of them say they are “hopeful” about the future. They’re feeling “up” about their relationships with family and friends (81%), their careers (77%) and their finances (64%).
Pepsi/TBWA-CD are leveraging the New Year celebration, particularly in NY in an attempt to connect with the ‘optimistic’ millennials. The result:
Pepsi New Years
The interesting note on the advert is the use of different languages, colors, and logo (remind you of Barack Obama’s logo at all?). Millennials in the US have unique experiences and have become ‘culture brokers’ to older generations and for people foreign to the ‘American’ experience. The ad is a decent attempt to try to tap into the culture of Generation Y, but I am afraid that this ad will miss the mark as no buzz was created amongst the ‘influencers’ from the millennial generation that I am in constant contact with. The ad campaign seems to exist in a vaccuum and from the numerous ‘jabs’ thrown at Pepsi/TBWA-CD over at Agency Spy, I may not be the only person who thinks so.
Either way, how do you feel about the spot? Do you think the millennial generation will want to involve Pepsi more in their day-to-day experience? Should we withhold judgement to see what supporting media, pr and promotions Pepsi/TBWA-CD have up their sleeves?
P.S. I kind of like the new logo. Probably because I love Barack Obama’s logo.
What to read or watch next
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http://the12planet.blogspot.com 12kyle
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http://www.kenjisummers.com K.Summers
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