PepsiCo launches Doritos/Pepsi Max co-branding offensive
PepsiCo has launched a campaign that features two of its brands – Doritos and Pepsi Max – in the same ad.
Using the line ‘Cool the burn’, the 2-in-1 marketing promotion pits the spiciness of Doritos Burn against the cooling citrus of Pepsi Max ‘Ceasefire’ Lime.
http://youtu.be/gkUBhgwH7gQ
The agency behind the campaign was Clemenger BBDO Sydney.
The campaign uses point of sale, outdoor and the Pepsi Max Crew V8 Supercar. There is also a 15-second version of the spot.
The campaign is similar in creative concept to Doritos’ Battle of the Flavours, also devised by Clemenger BBDO Sydney, that launched in May.
http://youtu.be/3xMuL4L39uE
Credits:
ECDs: Mike Spirkovski & Paul Nagy
Creative Director: Luke Chess
Creative team: Michael Dawson & Ben Alden
TV Producer: Katrina Morelli
Account management: Maddie Marsh (GAD) Smaran Jworchan (SAM) & Jacob Baldock (AM)
Production Company: Finch
Director: Alexander Roberts
Media Agencies: PHD, MatchMedia
Clients: Andrew May – Doritos (Brand Manager), Adam Burling – Pepsi (Brand Manager)
In light of recent controversy about Web Profits misuse of the SLSA/lifesaver imagery branding, does the misuse of the firefighter image impact anyone’s IP?
Discuss.
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I wouldn’t think so purely down to the uniqueness of the image. SLSA has a very distinct unique image which is especially down to the red & yellow surf cap. Firefighters/ambos/police are much more generic and similar around the world so claiming IP on such an image would be tricky. The only emergency outfit that has a distinct look would be the SES and their bionic carrot outfits. We see plenty of cops/firefighters in movies/screens and advertising without any issues. The border patrol campaign by Toyota a few years back is a perfect example of how a ‘generic’ image (in that case, customs) can be used effectively in advertising.
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Saw the ad the other night. First thought I had was “got to try that”
It’s not exactly the hardest task in the world to sell something extreme. But still, it’s presented in a compelling way to encourage trial. job done
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Works for me, great to see Pepsi shake it up a bit.
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I laughed. Job done.
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2 words. Vertical integration.
The dreaded VI.
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Works for me. IN YOUR MOUTH. ba ha. Love it.
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Rob, in a word, no. IP isn’t involved here, per se.
It swerves around the endorsement issue by being a clear “comedy” scenario.
Note: No rego plate on the fire engine; generic uniform; absurd scenario.
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Love the ad and the cool kids in the office are eating the chips – it works!!
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