ADVERTISING & PROMOTION: CAMPAIGN OF THE WEEK: PEPSI

The Brief

The Brief



After more than a decade of associating itself with pop stars -

including Michael Jackson, Madonna, Tina Turner and Rod Stewart - Pepsi

thought it had done just about everything possible with a big name. Its

current Spice Girls deal, however, is genuinely innovative and sprang

from a four-way partnership between Pepsi and music marketing, public

relations and advertising.



The idea originated with BBDO New York’s new Pepsi ad, featuring a new

soundtrack Move Over, a new strapline ’Generation Next’ and some

not-so-new energetic young people images.



Its celebration of youthful independence and self-confidence aroused the

interest of music marketers Broadcast Innovations, which realised that

pop’s latest sensation embodied the spirit of ’Generation Next’.



Broadcast Innovations went to Abbott Mead Vickers BBDO with plans for an

unusually extensive brand/pop group tie-up, which would see Pepsi

drinkers getting access to Spice Girls singles and concerts. The idea

was presented to Pepsi and AMV began shooting in Los Angeles in

March.



The Campaign



As the Spice Girls have no doubt discovered, the glamour of commercials

is skin-deep. The shoot was in derelict, downtown LA on the hottest day

ever recorded. The ’true grit’ atmosphere is real. In fact, the

environment was so menacing that armed guards were required for the

crew. But AMV and director Sam Bayer got what they wanted, including the

Spice Girls’ version of Move Over.



The ad has been seen in more than 25 countries, including the US, and

will soon extend to 60 countries. Even AMV, which envisaged the film

running Europe-wide, could not have predicted the Spice Girls’ global

impact.



The Result



The idea was felt to be so strong that it was not researched, although

its Adwatch performance is modest - number 11 with 61% recall. The data

shows a steady recall percentage through geographical regions and social

class, although the film has proved more memorable for women than men

(64% against 59%).



Not surprisingly, 73% of 25- to 34-year-olds and 68% of 15- to

24-year-olds remembered it. And who can quibble with the thousands of

kids in Britain now clamouring for Move Over to be released as a

single?



Client: Pepsi-Cola Company

Marketing manager UK: Simon Lowden

Agency: Abbott Mead Vickers BBDO

Creative team: Peter Souter (deputy creative director) and Frank

Lieberman (head of TV)

Budget: pounds 6.5m in 1997 (total UK Pepsi budget excluding Max and

Diet)

Media: Worldwide: TV, press, outdoor, radio. UK: ITV, C4, C5

Target: Youth (aged 16-25)