I found out today that Pepsi loves our company so much it named a product after us! Yes folks, the new 60% less sugar cola Pepsi is about to reveal is called Pepsi NEXT! (I like it already).
Okay, okay, seriously, the marketing campaign Pepsi is carrying out to promote the new NEXT product is innovative and fun. Leveraging Facebook and Youtube, the cola magnate is the first company in the world to deliver a virtual product taste test. The best part of this innovation is Pepsi’s lure to create BRAND CHATTER™ for the new product.
From Pepsi Press release April 3rd -
“The Internet Taste Test, a unique experience on www.facebook.com/pepsinext, invites cola lovers to opt in for a chance to watch themselves “taste” new Pepsi NEXT through the power and humor of improv. Funny or Die comedians and actors will do their best impressions of selected consumer and notable personalities’ “online personas” trying Pepsi NEXT, using relevant information from their profiles, such as recent “experiences” and “likes.”
“To launch Pepsi NEXT, we’re focused on getting consumers to ‘Drink it to Believe it’ – even online, in a fun and uniquely digital way,” said Shiv Singh, Head of Digital, PepsiCo Beverages. “The Pepsi NEXT Internet Taste Test demonstrates how a brand can utilize social media to create consumer-driven, personalized branded entertainment.”
The Internet Taste Test kicks-off with a video starring actor and comedian Rob Riggle who describes how the test works while watching his online persona “trying” Pepsi NEXT and referencing his “likes,” from skeet shooting to painting with water colors. In addition to Riggle’s “how-to” video, fans can also watch humorous video impressions featuring notable figures in social culture “taking their first sip,” including Internet mogul Gary Vaynerchuk and Internet meme, Scumbag Steve.”
There is no question, this innovative marketing campaign will be trending Twitter, reaching 100,000+ fans and causing all sorts of fun spoofs in the social media networks – the real excitement will kick in when the Pepsi NEXT BRAND CHATTER™ goes offline and produces product sales! I’ll be keeping a close eye on this one….