Pepsi Hopes Ads Help Show Them the Money
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Advertiser: Pepsico
Agency: BBDO, New York
Challenge: Introduce the new Pepsi One diet cola in a way that also appeals to men, seldom the target of diet soft drink ads.
The Ads: In two television commercials, Cuba “show me the money” Gooding Jr. drops in on groups of guys and whips up enthusiasm for Pepsi One. In one spot, Gooding tosses cans of Pepsi One from an aircraft, and paratroopers leap to catch them. In another ad, Gooding tells a bunch of computer nerds that they won’t “have it all” until they drink Pepsi One. In both spots, Gooding hypes Pepsi One’s flavor and notes it has one calorie.
Comment: In choosing the charismatic Gooding, Pepsi grabbed an actor who appeals to both women and men. Though the ads focus on men, female viewers will still pay attention. The commercials lack the wit and humor of ads for regular Pepsi, but Gooding’s dynamic presence will help put Pepsi One on consumers’ radar screen. $$+
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Ads are rated from $ to $$$$, based in tastefulness and probable effectiveness, with $$$$ being highest.
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