Pepsi has used mini-grabs of epic films to promote the mini-can of an epic drink. Nice idea. If only the spot was more memorable.
But it’s fun. It’s filled with mini-quotes from films everyone remembers, Gone with the Wind, When Harry met Sally (that line will never die), The Wizard of Oz, Jerry Maguire, Titanic, Scarface, Good Will Hunting
“Typically, in the industry when there’s been portion-control packages, the message has been functional in nature. We want to take this to an emotional place. It’s not about it being only 100 calories.” explained Seth Kaufman, vice president of marketing for colas at PepsiCo.
Pepsi also gave its mini-sized can a big stage in which to make its 2014 campaign debut – The Oscars broadcast. The 60 second commercial, Mini Hollywood, kicks of a broader campaign with the tagline, Little Can. Epic Satisfaction.
“One of the things we’re trying to get to is media to shelf execution,” Kaufman added. “What that means is our communications provide a tailwind and connect to programs at retail. Retail noise is at an all-time high. It’s really hard to break through.”
Pepsi’s version of break through is contextually relevant creative. Its Grammys spot last month featured NFL legends singing – hilarious parody versions of well known performances.
PepsiCo is The Super Bowl’s second biggest sponsor, and has invested US$97 million in ads going back to 2009. This year, it sponsored the 2014 Halftime Show. When Diet Coke pulled out of its Academy Awards sponsorship, it seized the opportunity to be present this year.
“Pepsi is thrilled to partner with the Academy Awards®, a partnership that allows the brand to continue to capture the excitement of NOW that comes from live viewing events such as the Oscars. Pepsi is at its best when it can connect with consumers in contextually relevant ways, engaging them with iconic creative that sparks spontaneous moments of joy, highlights the brand’s fun personality and taps into pop culture,” Kaufman said.
The ad was produced by creative agency, Mekanism and there’s a lot of thinking behind it. The idea is to celebrate some of the best mini moments of film and the effect they have had on pop culture. The mini-quotes show that it takes only a line to bring back the excitement and emotional appeal of an entire movie. Likewise, a 220ml can of Pepsi is just the right amount of gratification, as big things and the full Pepsi experience can come in smaller sizes. Sheesh.
