A similar issue came up as part of the reaction to Nike’s Colin Kaepernick campaign, that this was just being done to make money. Liberals have a bullshit detector for companies “taking advantage” of an underprivileged group, which was activated by this commercial. Instead of feeling that Pepsi identified with its sensibilities, Liberals felt that Pepsi had co-opted the movement, attempting to use it to sell a product. The tension between a large brand and the relatively low level of Respect for Authority among its Liberal user base is also illustrated in the reaction to the Pepsi Kylie Jenner campaign. Pepsi has successfully emotionally branded, but the branding has an inherent limit to growth. While the data firm Connexity recommended that Pepsi pursue young people, as an established brand that is probably not possible. ![]() But Pepsi’s customer base for its flagship brand seems to be limited to the aging Liberals who still retain a taste for colas.īy pursuing this strategy, Pepsi is experiencing the effects of the inherent tension of targeting Liberals: Pepsi is more attractive to those with Liberal sensibility than Coke, but it is never going to satisfy the Liberal need for novelty. Pepsi has recognized this and is attempting to capitalize on it by acquiring newer brands such as SoBe and Naked Juice. Why aren’t they attracting young people? Both Liberals (and young people) crave novelty and are drinking the latest hip drinks like kombucha and not the boring colas that have been around since forever. How can that be? Aren’t Liberals young? This is probably because they are attracting Liberals, regardless of age. According to data from Connexity cited in that article in Adweek, Pepsi’s largest audience is those over sixty-five. That particular commercial didn’t work well, for reasons I will discuss shortly.ĭespite this correct match of mindset, age group, and an Ethical Zone, it seems that Pepsi hasn’t been successful in attracting the young people of today. (For those who don’t know, I am referencing Moral Foundation Theory as described by Jonathan Haidt in The Righteous Mind.) Most recently, this skew towards Liberals was illustrated in the Kylie Jenner Pepsi commercial that incorporated an anti-authority pretend Black Lives Matter march. Pepsi didn’t just focus on a demographic it reflected a mindset that young people tend to have, Liberal and rebellious. Specifically, Pepsi concentrated on those who are low in the Moral Foundation of Respect for Authority. ![]() Pepsi’s appeal to liberals probably started with the campaign called “The Choice of a New Generation,” which ran from 1984 to 1991.
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