continue with the analysis of summer ads and messages. In this case, we deal with Pepsi, with its change of image or rather the maturing of his speech to the youth.
"Coca is richer, but Pepsi has more cool", I sentenced a friend long before the debate on spontaneous and repetitive: what soda is richer? It is undeniable as Pepsi was installed in the younger age groups with the participation of music stars in their spots and organization of rock festivals, among other strategies.
In 2009, the brand has renewed its logo and announced a new campaign, full of colors, simple language and smiley. At the level of discourse, there is a maturing teenager that message, now being appealed to transcend, to overcome complexes and think collectively, which indicate some signs of breaking with the precepts of Postmodernism.
In situations of spots, there arises the possibility of "joining a cause", "form a band," "encouraged" by defeating fears. In these proposals, leaving aside the competitive individualism and solidarity goes to a matter of being able to think as an actor of change in this world that seems to collapse. But this task is to equip itself with courage and no guarantee that it reaches life to see results, much less in a daily life that it prints a rapid pace and can not wait.
As music, the theme of The Tipitos "Something" is inspiring and is the key to Pepsi language without causing contradictions with the rest of the television piece. When the campaign enters the radio medium fails miserably, as it is depending on the audiovisual and play music only shows the inability to pass on this brand new concept (error than many other campaigns often make).
Pepsi's message is compact and without doubt, has its counterpart in the interests of many young people. Even in such political parties and the militants do not appear as spaces to change the reality. But the intention is present in youth. In brief is committed to the future and know how to wait when everything tells us that there is room for hope.
0 comments:
Post a Comment