Pepsi have a launched their latest advert as a video insert into american magazine ‘Entertainment Weekly’.

“The small screen, built into a cardboard insert, contains an advert for Pepsi Max and trailers for US TV network, CBS.

There are also in-built speakers, so the viewer can hear the advert too.”  source

It all sounds very exciting; it’s new; it’s never been done before and pushes the boundaries of advertising. It also seems to have been a joined up approach by the marketing and PR teams, which I’ve noticed is happening more and more of in advertising campaigns.

I wonder whether this video advert fits into a long term advertising strategy for Pepsi ,or if it was intended as a publicity ‘stunt’. Maybe it’s just an experiment. Personally, I think it’s a fantastic publicity stunt, which promotes Pepsi as a forward thinking brand and will provide lots of media coverage across the world to keep the board happy and because of the novelty factor, people might actually watch the advert.

I don’t think video adverts will work as an option in their current form because there are some major problems with the practicality of a magazine with the very bulky pages needed to host the video. But who knows what the future may bring and it’s great to see Companies pushing boundaries.

In this case, I imagine the Marketing and PR teams will be jumping for joy with the ROI this provides. It will be interesting to see how much coverage and viewers the advert get, plus whether it links to sales of the product.

And finally, do I think that Pepsi have got one up on Coca-cola ?  Yes.  Has it persuaded me to give up my Diet Coke in favour of Pepsi Max? No way!


About sarajanebrown

I'm a former journalist with online and offline, internal and external PR and Comms experience in a variety of industries.

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