Pepsi for the first time instead of investing in Super Bowl,US's biggest game, diverted its campaign towards dialogue marketing with consumers to suggest best choice for social cause. It used facebook, twitter, iphone applications etc to get response for what will 'refresh the world', consumers can than vote for their favorite causes and pepsi would give millions to these and social media to promote the impact that its generosity had on causes.
There was a spectacular response with lots of votes, likes and followers but there was only one snag, despite all these big talks and social media response numbers, Pepsi's sales started to slide. For the first time in living memory it lost its number two spot and Diet coke overtook it.
Pepsi admitted its fault and said it needs more of product oriented marketing and advertising. After looking at its arch-rival's (coke) marketing campaign which was equally focused on Super Bowl, Social media and few other events, Pepsi had no choice but to see the axe which they hit themselves(lost its Market share by whooping 5%).
No comments:
Post a Comment