Link: Pepsi Refresh: Success Or Failure? — Soap Box Included
TweetPepsi Refresh: Success Or Failure? — Soap Box Included.
I was quoted in the linked story on Pepsi’s Super Bowl venture.
In the end, Pepsi took a chance that they could hook consumers through a social media experiment, and through getting attention by not advertising at the Super Bowl. Ron Antonette, a communications professional from Long Beach, CA sums it up with his belief that “the decision proved to be a correct one, as instead of just being part of the pre-Super Bowl round stories, they received their own, separate coverage about the decision. Coke will have greater reach and audience numbers based on the commercial airings, but I’d expect that Pepsi will have a greater return on investment on its campaign.”
