NEWS: Relaunch of Pepsi fails to impress the young, study shows

Young people think the dollars 500 million Pepsi relaunch was a waste of time and money, according to feedback from a recent conference on marketing to young people, called the Youth Perspective.

Young people think the dollars 500 million Pepsi relaunch was a waste of

time and money, according to feedback from a recent conference on

marketing to young people, called the Youth Perspective.



The findings, which may undermine many advertisers’ preconceptions about

young people, also showed that they would rather buy cheaper clothes

more regularly than spend lots of money on designer labels.



In addition, they saw MTV as slightly ‘unreal’ and pointed out that not

everyone has access to it anyway.



Only one person on the panel of 17- to 18-year-olds enlisted to provide

instant feedback throughout the conference had used the Internet.



The panel was questioned about the Pepsi campaign by the conference

chairman, Matthew Freud, whose agency, Freud Communications, handled its

PR campaign. Many of them did not see the point of such a large adspend.



The Youth Perspective was held at the London nightclub, the Ministry of

Sound, and tackled controversial subjects such as drugs, drink and

politics, as well as fashion and media consumption.



Delegates heard presentations from, among others, Roy Edmondson,

marketing director of Levi-Strauss, and Chris Stephenson, senior vice-

president, marketing, at MTV Networks Europe.



The event was organised by Campaign and its sister title, Marketing, in

association with the Ministry of Sound.



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