Pepsi Advertisement Analysis

Critical Ad Analysis

Pepsi

The Big Idea:

Refusal to obey the unethical constraints imposed by authority!

Campaign Idea:

* The Campaign idea is inspired by Gladiator fights which used to take place in the Roman Empire to entertain people. These fights were against fierce animals, criminal or other gladiators.

* Britney Spears, Beyonce and Pink being gladiators refuse to fight with each other and dare to stand for peace and symbolically against an evil ruler!

Social Class:

* A, B+, B, C & D

* Who are ruled by elites and have a revolutionary spirit to stand against things which make this world unpeaceful and violent.

* A+ (as the King was also drinking Pepsi, but it was icebox of Pepsi that made the King fall)

Primary Target Audience:

Upper Middle class, middle class and lower class who are being motivated to dare and stand against wrong.

Age bracket from 18-50

Secondary Target Audience:

Tweens

Brand Personality:

Revolutionary, with courage to stand against wrong. Unbending, uncompromising who can challenge authority.

Brand Positioning:

Dare for More! Defy wrong bloody acts of hatred.

Pepsi gives you the courage to think progressively.

Rational Appeal:

Pepsi Cans

Pepsi tastes great when chilled.

Emotional Appeal:

* Doves being flown in the air symbolizing peace.

* Britney Spears, Beyonce and Pink. Their challenging mannerisms.

* Reaction of the people sitting in the stadium.

* Enrique Iglesias as a Roman King who falls to the call of the right.

This commercial was totally based upon emotional appeal.

Suggestions