Tag Archives: Advertising

“All Art IS Advertising”

2 Mar

“Interesting. . .” I muttered aloud as I step back from the giant paint-splatter canvas to get a better view.  Twisting my head this way and that, I fruitlessly try to draw meaning from the abstract piece–as though viewing it from a certain angle will make the real message of the painting magically appear. Continue reading

New Balance 365: Is it Sneaker Overkill?

9 Mar

New Balance is shining the spotlight on its new spring and summer shoe collection through a series of daily short-films.  Will the move bring the collection fame or will the overexposure prove to be career suicide? Continue reading

Pepsi’s Plunge into Social Media

8 Mar

Pepsi Refresh Initiative AdvertisementWhen Pepsi announced its decision to sit on the sidelines of this year’s Super Bowl, doubts mounted.  Did the rash move pay off?

Forgoing its 23-year legacy of Super Bowl Advertising, Pepsi delegated the $20 million that would normally be used for the procurement and creation of 30 second ads to a series of grants.

With the mission of “refreshing the world,” Pepsi allows customers and users to submit project ideas in one of six categories (Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education) in which site visitors can vote on their favorite ideas.

In theory, the campaign is a great idea.  Pepsi will simultaneously receive valuable (and free) marketing research about what social causes matter most to its customers and will build another differentiating advantage that will boil down to customers’ decision at the point of purchase.

Implementation is key. Continue reading