sunoftheskye (sunoftheskye) wrote in ontd_political,

Pepsi rides O's coattails with new $1.2 billion ad campaign

By Jessica Chapman in The Culinary Underbelly
Sunday, Jan. 25 2009 @ 10:09AM


Surely you've seen them. There's one that says "Fabulous" on I-35W North just before you get downtown. I saw one that says "Oh Boy" at a downtown St. Paul bus stop. One even takes up an entire LRT train, though I couldn't quite catch what it said (anyone?).

With their robin egg and cotton candy backdrops, you'd think Pepsi was having a baby. And that's not exactly untrue. The sugar vendor has indeed given birth: to a new ad campaign. Its slogan? "Refresh Everything."

Having taken up with a new ad agency last fall, the company is reportedly set to spend $1.2 billion on the "Refresh Everything" campaign over the next three years.

Hence the blanketing of the Cities in its baby announcements.

Pepsi's message hasn't evolved all that much from the days when Michael Jackson hawked the soda as "Choice of a New Generation." There's one glaring omission though. Whereas Jackson openly endorsed the soda, Pepsi is using its "Refresh Everything" logo (which looks half Nike swoosh, half Obama logo) as if Pepsi was some kind of benevolent, direct vessel to the prez.

Pepsi's website (as well as YouTube) allow you to post your own video addresses to the President Obama. "What would you say to the man who is about to refresh America?" the site says, flanked by images of Eva Longoria Parker, and others.

"No matter where you are or who you voted for, we want to hear from you."

Thanks, Pepsi.


Tags: advertising, barack obama

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