Pepsi Joins in Obama Inauguration Lovefest
Soda Giant Promoted Refresh Everything Campaign in Washington, D.C.
Jan 31, 2009
The more than a million people who attended President Barack Obama’s inauguration January 20, 2009, in the nation’s capital found bits of corporate America sprinkled among American patriotism of hope. Pepsi was one of a handful of corporations pitching their brand. Dunkin’ Donuts, Honest Tea, and Ikea were some of the other companies taking advantage of the Obama lovefest by hitting the streets and promoting their products. But Pepsi made the biggest splash during the presidential inauguration. The soda giant’s marketing campaign plays off of popular Obama-isms , uplifting terms associated with Obama’s presidential campaign such as “hope” and “change,” but with a Pepsi twist.
Pepsi’s Guerrilla Marketing during the Presidential Inauguration: Posters and Buses
Posters reading “Pop,” “Soul,” and “Hope” written in bold, block white letters set on backgrounds of vibrant colors, such as pink, blue, or yellow, lined some D.C.’s Metro stops. Each “O” was filled in with Pepsi’s new logo where the slim white wave separating red from blue now extends to look like a crooked smile. Similar posters were mounted on Metrobus shelters and on sides of buses running throughout Washington, D.C.
Pepsi’s Guerrilla Marketing during the Presidential Inauguration: Bags, Buttons, Hats, and Scarves
The day before Inauguration Day, Pepsi street teams hit the pavement by standing outside Metro stops and at points around D.C.’s National Mall giving away handfuls of small colorful buttons displaying additional Obama-isms of “All for One,” “Hope,” “Joy,” and “Yes You Can.” The free Inauguration Day souvenirs promote Pepsi’s "Refresh Everything" marketing campaign Web site.
Since Washington, D.C., temperatures hovered around freezing during the days prior to and the day of President Obama’s inauguration, the Pepsi street teams made sure visitors were kept warm with colorful knit hats and fleece scarves donning the new Pepsi logo. Lightweight drawstring bags which convert to handy backpacks were also given away.
Pepsi’s Guerrilla Marketing during the Presidential Inauguration: Social Media
Along with handing out goodies, the Pepsi street teams gave out index-sized cards with the front stating “Refresh America Refresh Everything” and instructions on how to share individual hopes with President Obama on the back. Pepsi is in the process of crafting an open letter to the 44th President of the United States and encouraging anyone to create a message for Obama and either text it or upload a video through Pepsi’s "Refresh Everything" Web site. Whether it’s singing, reciting an original poem, or sharing hopes and dreams, Pepsi is asking video submissions to begin with “Dear Mr. President.”
Pepsi’s Traditional Marketing during the Presidential Inauguration: TV Commercial
Reinforcing guerilla marketing techniques, Pepsi launched “Refresh 2009,” a new television commercial, days prior to President Obama’s inauguration. Featuring the song “Energy” by the indie rock band called Apples in the Stereo, the 30-second spot is uplifting, colorful, and loaded with more Obama-isms and the new Pepsi logo.
Pepsi: Refresh Our Nation
President Obama taking office signifies change and hope for many U.S. citizens and the global community. Pepsi’s "Refresh Everything" campaign builds on that new energy and optimistic outlook for the nation by encouraging new thoughts and fresh spirit. Will it increase Pepsi sales? Time will tell.
 |
 |
 |
