Pepsi marketing team is avoiding the big-bang launch for a niche product “Pepsi Max”; the company has planned to launch the product in phased manner, starting from Delhi and NCR.
In the process, PepsiCo has used outdoor as an eye-catching reminder to drive buzz around the product make it talk of the down. The OOH campaign will run for 45 days at strategic location having high footfall to create higher visibility.
“With the launch of Pepsi Max, disruption assumes a whole new meaning. The outdoor plan is an ‘innovations only’ one with its cool, edgy look and the iconic Max bottle at its core. The campaign and the brand look oozes attitude,” says Sandeep Singh Arora, executive vice-president, marketing, colas, PepsiCo India.
But, if you look at the cutouts and kind of outdoors you hardly see much of innovation. It is very evidently the cheap imitation of international OOH hoardings and you see nothing new in it, and if same is compared to Vodafone OOH campaigns in past, them it falls flat on its face.
“The Pepsi Max drinker is the guy who works hard and plays harder – who believes in getting more out of every moment. He is confident, intense, gutsy, street smart, a full-on kind of a guy who revels in his laugh-out-loud experiences with his mates,” Arora says.
And how many times have you heard these lines. All brands which launch have similar line to say. It has become more like an automated response for all new brands and products which are getting launched and have anything to do with youth.
Also the tag line used for campaign might be questionable by few – “Maximum Kick, No Sugar”. Generally Kick is associated with the products with high caffeine level and alcoholic drinks. Will this be the deterrent in growth plans of Pepsi Max? it remains to seen as no-sugar drinks have been available in India over decades but with there current given market share, it can hardly be called a success story.
What do you feel about the “Pepsi Max”?