The "P" in Pepsi Stands for People
All of this reaffirms my belief that for companies and brands to survive and thrive in the future they must value people as assets and embrace a transparent and ongoing "people" strategy as the fifth pillar of the marketing mix – right alongside Product, Price, Place, and Promotion. My article from a few months ago, “From Mad Man To Twitterholic,” describes how social media have fundamentally changed the game on Madison Avenue. What we’re seeing with the Pepsi Refresh Project and the company's exit from the Super Bowl is a manifestation of these systemic changes and a sign of exciting and positive things to come. Trust, Transparency, and Truth are the new currency of marketing. The Pepsi Refresh Project spends the Pepsi brand currency very wisely. By the way, is anyone talking about the Coke commercials?
Oh yeah. Super Bowl LXIV turned out to be one hell of a game – much better than the commercials. Congratulations to the Saints and the people of New Orleans.
Can’t wait until next year!
Article comments
1 - Jo-Lynne Worley
Great blog. Even though I'm not a fan of Pepsi, I think your way of thinking about this and the social media value of Pepsi pulling out is spot on.
2 - Hank Wasiak
Thanks Jo Lynne. This is really some good asset-based thinking at work. Maybe you will convert to Pepsi one of these days.