Pepsi painted Concorde and the Daily Mirror blue, flew in a batch of
superstars and asked consumers to ‘change the script’ as part of a
dollars 500 million pan-European campaign to launch its blue can into
the consumer consciousness this week.
The pounds 2 million launch commercial, called ‘factory’, shows a
selection of 20th-century icons, among them Cindy Crawford and a Harley-
Davidson motorcycle, flying off into a huge piece of machinery, where
they are processed together to produce the blue Pepsi can.
The icons theme is carried through into posters, with a quarter of all
six-sheet sites in the UK taken up by the soft drinks manufacturer.
A teaser campaign shows familiar red icons turned blue, including a
tomato ketchup bottle, a strawberry and a Labour Party rosette. For the
first two weeks, the copy reads: ‘What?’, after which it will be
replaced by the new tagline: ‘Change the script.’ The ads were written
by Pat Doherty and art directed by Greg Martin at Abbott Mead Vickers
Stef Hohman, the account director on Pepsi at Abbott Mead, claimed:
‘Pepsi has heightened the stakes in the cola wars. Research shows that a
pack change is sufficient to drive reappraisal of the brand.’
Three TV ads, in addition to ‘factory’, have been created by BBDO in New
York. One features Claudia Schiffer about to take a shower. The tennis
player, Andre Agassi, stars in another commercial, where he goes to
extreme lengths to improve his game.
All the ads have been created in the US for the European market, and
will be backed in the UK by some tactical TV work, created by Abbott
Mead, which also handles the media planning and buying.
In a separate deal with Mirror Group Newspapers, the pages of the Daily
Mirror and Scotland’s Daily Record were printed on blue paper on
Tuesday. The stunt was supported by a Pepsi scratch-card game, in a deal
that took nine months to negotiate and plan.
A Concorde plane was also painted blue. However, it emerged that the
paint would peel off if the plane ever travelled at supersonic speed.