chrisbrogan.com - Latest Comments in Pepsi Reaches out to Digital People in Analog

Re: Pepsi Reaches out to Digital People in Analog

Online Payments — Fri, 05 Feb 2010 18:06:47 -0000

Pepsi definitely is trying out some new things with hopes to surpass their gigantic rival [Coke]. I still don't get why they are bailing out on this years superbowl ads.
-Jack

Re: Pepsi Reaches out to Digital People in Analog

Brian — Fri, 23 Jan 2009 15:05:52 -0000

Pepsi clearly employs a tiered engagement strategy with bloggers. When I was working for a huge brand I ran a very similar program with great success. By looking at keyword traffic you can see that while their may be millions of conversations online about your brand generated by hundreds of thousands of people, the primary social traffic is generated by a select few - in Pepsi's case, my guess is 25 people are responsible for kicking off over 75% of the conversation they were looking to start. I was working with similar numbers of people who started and influenced up to 10 million conversations each month. So, as you mentioned, their strategy worked... they sent you something intriguing and made you feel special for getting it, you wrote because you had something to say about it (and it's always nice to have an exclusive/early piece on something), people tracked back and others linked to those secondary articles... etc. Next step for them is being a part of the conversation they've created - don't have any evidence that they're tracking or getting involved so that remains to be seen. First step in running a smart social strategy though... check.

Re: Pepsi Reaches out to Digital People in Analog

Steve Coulson — Wed, 29 Oct 2008 13:27:31 -0000

Chris, wanted to give my opinion on why I'd give this a C+ rather than an A, for one very simple reason (as far as I can see from what everyone has posted)

Pepsi designed cool packaging, targeted just 25 influencers, staged an elaborate multi-delivery fedex stunt and then ....

...sent the same impersonal form letter to every one of the 25, from what I can see on all the Flickr photos. They didn't get to know their intended targets well enough to write just 25 personal letters? No contact details other than a friendfeed room? You don't know the name of the person who sent them, their email address, their phone address, their skype? no business card? No written signature?

This is really a rookie mistake. Influencer Outreach 101 - don't spam, take time to know your target and pitch them personally. Or else it's not the beginning of a conversation, it's just an old fashioned direct mail, with a friendfeed url at the bottom.

Don't be dazzled by the big brand name. This is very underwhelming.

Re: Pepsi Reaches out to Digital People in Analog

Mike — Wed, 29 Oct 2008 12:32:37 -0000

I think they would have been better of going for a more vintage look than a futuristic type logo. They are a recognized American brand and they should stick to their classic look.

Re: Pepsi Reaches out to Digital People in Analog

Jessica A. — Tue, 28 Oct 2008 13:55:17 -0000

Really innovative way of getting the word out! The new cans don't look like Pepsi to me, though. They remind me of an energy drink or some kind of tea drink.

Re: Pepsi Reaches out to Digital People in Analog

Abdul Salaam — Mon, 27 Oct 2008 19:07:20 -0000

Chris made an excellent point in his comment. Pepsi should have been all over the blog comments! The campaign was sent to only 25 bloggers--should not have been too hard to monitor and respond everywhere, even Twitter. Definitely loses points for that bad follow-up.

Re: Pepsi Reaches out to Digital People in Analog

Dan Thornton — Mon, 27 Oct 2008 18:15:32 -0000

I wonder if it was influenced, in any way, by Coke's recent push to drive loyalty via promotional codes?

Re: Pepsi Reaches out to Digital People in Analog

davefleet — Mon, 27 Oct 2008 16:39:16 -0000

Seth Godin wrote about this, and other companies doing similar things, over the weekend.

I have to say I agree with him: http://davefleet.com/2008/1...

Re: Pepsi Reaches out to Digital People in Analog

Cheryl Smithem — Mon, 27 Oct 2008 15:52:04 -0000

Great way to roll it out. Twitter search shows that it is rippling through the tweets today and this is only one of several blog posts I've read. I drink Coke (when I drink soda) but admire what the Peps have done.

Re: Pepsi Reaches out to Digital People in Analog

Jason Alba — Mon, 27 Oct 2008 15:37:49 -0000

I wonder if this is even slightly effective since their brand is so, so, so strong? I mean, if Chris Brogan blogs about a no-name, or a hidden treasure, that's one thing. But blogging about Pepsi... what's the real value?

I'm not smart enough to know, but I'd guess it just isn't going to affect sales, or branding, or anything.

And, I still like Coke better ;)

Jason Alba
CEO - JibberJobber

Re: Pepsi Reaches out to Digital People in Analog

Tara — Mon, 27 Oct 2008 15:25:01 -0000

Yay, I'm one of the 25 too! Happy to be in the same company as you Chris. http://www.tarametblog.com/...

I like the new color but one of my Twitter followers commented that the logo looks like Obama's logo.

Re: Pepsi Reaches out to Digital People in Analog

Becky Carroll — Mon, 27 Oct 2008 14:16:28 -0000

I think this is great - it is creating a conversation around the cans, generating buzz, and connecting to the blogosphere. I would give Pepsi a B+ for their initial efforts! We are often so quick to criticize corporations for what they are trying to do; let's applaud their efforts and hope they continue. :)

Re: Pepsi Reaches out to Digital People in Analog

chrisbrogan — Mon, 27 Oct 2008 13:45:07 -0000

Wow! If I were Pepsi, I'd be all over these comments giving some thanks to you for your opinions. I know that people will always have mixed opinions, but hearing from the smart people I get to talk with every day (you!) is a free benefit to them.

Thanks for your thoughts. I hope to hear more.

Re: Pepsi Reaches out to Digital People in Analog

Sarah Cook — Mon, 27 Oct 2008 13:43:51 -0000

I'm a Coke gal myself, so no amount of logo design change would make me switch to Pepsi. I do give them points for contacting someone in social media, though. That shows me that they are clearly aware of the power of the internet and someone on their team has been watching closely enough to know which blogs could be influential.

Re: Pepsi Reaches out to Digital People in Analog

Leigh Duncan-Durst — Mon, 27 Oct 2008 13:35:52 -0000

Good for them for move to social media. Good for them for targeting high profile bloggers. And good for Chris for getting some nice soda!

But it looks generic to me. I don't get the logo without the Pepsi name... What is the symbol/meaning of the shape? It bugs me. I actually liked the yin>yang effect of the previous one - the wave effect....but that's my personal gut reaction. I was however, intrigued by the white cans. V. cool.

Change happens. I guess the question is - what does it accomplish, really?

Re: Pepsi Reaches out to Digital People in Analog

marifromky — Mon, 27 Oct 2008 12:57:28 -0000

I still miss Pepsi in glass bottles. Nothing else tastes quite the same. I like that new logo, though; it's rockin'! ;) And I don't think it's just sodas that are making kids "obese and sick", just for the record.

Re: Pepsi Reaches out to Digital People in Analog

Jeff Donald — Mon, 27 Oct 2008 12:56:36 -0000

I'm no designer so I'll just assume they tested this ad nauseam and this is the design that worked.

I do applaud them for diving head first into the social media/marketing world. All the blogs I've seen so far have been PR types so I'd love to see their complete list and see what other image makers they targeted.

Re: Pepsi Reaches out to Digital People in Analog

Deanna — Mon, 27 Oct 2008 12:55:14 -0000

I think the font on the new cans are absolutely hideous.

Personally, I think it would have been classy and catchy to go a bit retro with their brand. Those old cans in the photos are eye catching and not by any means cheesy. They could start by harkening back to the retro can style, and then follow suit with their paper cups, their commercials, and visual presence.

But hey, they at least get huge points for utilizing social media. Starting fresh with a brand and moving forward with Web 2.0 as a large corporation can be tricky. I greatly admire them for embracing current technology to reach their audience.

Re: Pepsi Reaches out to Digital People in Analog

Christina Reddington — Mon, 27 Oct 2008 12:50:56 -0000

Can't wait to see my Diet Pepsi cans redesigned!

Saw your tweet, and was simultaniously HAROed by Peter Shankman on this same subject. Somehow Peter only got 5 full cans in his package. (He must have had a thirsty delivery guy)

Re: Pepsi Reaches out to Digital People in Analog

Kimberley Le Sueur — Mon, 27 Oct 2008 12:49:33 -0000

not sure I like the new design. It will turn heads I guess but I think people will get bored of it quickly, so pepsi better already be on a new design.

Re: Pepsi Reaches out to Digital People in Analog

Peter O'Connell — Mon, 27 Oct 2008 12:45:57 -0000

That crap will rot your teeth and ruin your stomach lining.

Tell you what, send it to me and I'll drink it for you...its safer that way.

Best always,
- Peter

Re: Pepsi Reaches out to Digital People in Analog

Keith Brooks — Mon, 27 Oct 2008 12:44:05 -0000

I liked the white cans too, much more distinctive and clean.
Now it looks like fresca cans or some other generic brands.

Spending money on the wrong problem will only fix a different problem.

Re: Pepsi Reaches out to Digital People in Analog

Kirk Skodis — Mon, 27 Oct 2008 12:43:41 -0000

So does Obama own all circular red white and blue design now? Pepsi has had a variation of this logo for over 100 years!

I think the designers did a great job. I find the new logo very appealing and the simple, elegant design would make me look twice in the grocery isle after the last few years of "artist" rendered mash-up cans.

That said, sending cans to bloggers is pretty 2004 of them. Of course we're talking about it, so...

Re: Pepsi Reaches out to Digital People in Analog

joeolson14 — Mon, 27 Oct 2008 12:41:50 -0000

Does this have anything to do with Obamarama?? I don't like the design. Smart that they are reaching out though... that's cool.

Re: Pepsi Reaches out to Digital People in Analog

Julie Roads — Mon, 27 Oct 2008 12:35:10 -0000

The new logo looks just like the Obama logo! Love it...too bad Pepsi is making our kids obese and sick...hmmm.