BUSINESS OF BRANDS
Pepsi promises to do your laundry
Are you one of those who strongly believe that every campaign should tie into the core benefit of the brand? Well, you’re living in your granny’s generation then.
It’s all about engagement. And people need not buy into your brand only because you taste nice or boost energy or get the stains out best. Latest we hear Pepsi is also willing to do your daily chores and give you an hour free in your busy schedule in exchange to get you to drink the Pepsi Next.
The idea
The idea is to acknowledge that you have no time to try out the new Pepsi Next. So they will take care of one hour of your daily chores, so you can try the new drink. This inturn gives you a 25th hour in the day. The chores include doing your laundry, walking your pet, cleaning up after your party, grocery shopping and other extremely helpful stuff you’ll willingly outsource.
The works
They have tied up with Task Rabbit to execute the chores. So, you’ll have to sign in and choose a task from the existing ones. For the next four weeks, Pepsi will be giving away 50 tasks every week. If you’re one of the lucky 50, you will receive a dedicated task rabbit for one hour to complete your chore and hand you a Pepsi Next to enjoy.
Unfortunately this is available only in Boston, SF Bay Area, San Antonio, NYC, LA, Chicago, Portland and Austin. If only they could bring this to India.
Sudhir PaiOctober 18, 2012 at 10:30 pm
I love these creatives, but I’m not sure about it’s strategic relevance to Pepsi. Somehow, I feel It would have worked better for another category. I can see it working for takeaway coffee. As if to say, “when you start your day with a cup of coffee, everything falls in place.” But it’s a bold idea. Want to see the results.