Do you want to be challenged by a soda?

In a just launched campaign, Dr. Pepper is daring Telemundo viewers to "Try Something New," led by celebrities of course.  The on-air component of the "Atrevete A" campaign consists of branded segments on "Suelta La Sopa," a popular celebrity chat show.  Celebrity guests will join the hosts as they try challenging feats.

The campaign will also be promoted with "Daring Moments of the Week" segments, commercials and cross-promotional segments on other Telemundo series.

Online, viewers have been invited to share photos of themselves with a Dr. Pepper logo and write a caption describing something they have always wanted to try.  The winner will appear on the show. (Sass, 2015)

Oddly enough Dr. Pepper isn't the only soft drink using  a "dare" theme at the moment.  Earlier this month, Pepsi introduced "Live for Now," with challenges led by Pepsi ambassadors like Usher and Serena Williams.

So what do you think?  Will these campaigns be successful?  Is it about the challenge or the celebrities?

Sass, E. (2015, March 26)  Dr. Pepper, Telemundo Dare Viewers In New Campaign.  mediapost.com.  Retrieved March 27, 2015, from

http://www.mediapost.com/publications/article/246464/dr-pepper-telemundo-dare-viewers-in-new-campaign.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=81439

Is it time to stop using celebrities in advertising?

I used to think that the worst thing that could happen with celebrity advertising was that people would be so distracted by the celebrity that they would forget to notice what brand they were pushing.  Then I started to be concerned about the shill factor when the same celebrities seemed to be selling many products, most of which they didn't even bother to use. 

But this week a new possibility emerged -- what happens if your celebrity turns on you?

Amitabh Bachchan, an Indian movie icon, who has been associated with Pepsi for eight years had a change of heart after a school girl asked him "why he was promoting a drink that her teacher maintained was poisonous."   Hmm.  After some soul searching Amitabh has decided to end his relationship with the brand noting that he doesn't endorse tobacco or alcohol either.  Wow.  I'm sure that is an association that Pepsi doesn't need. (Forbes, 2014)

So what do you think?  Have you ever bought something because a celebrity endorsed it?  Do you think the use of celebrities in marketing is a good strategy?  Or is it time to find another approach?

Forbes, T. (2014, February 4)  Furor Over Bollywood Star's 'Deendorsing' Pepsi.  mediapost.com.  Retrieved February 7, 2014, from  http://www.mediapost.com/publications/article/218785/furor-over-bollywood-stars-deendorsing-pepsi.html

Do you still have faith in :30 second commercials?

The reason I ask is that Coke has announced that they no longer do.  (Goetzl, 2012)

Based on the CFO’s DVR habits the company has decided to focus its ad spending on live events and sports.  But Nielsen data from earlier this month showed that while 40% of US tv viewers have DVRs only 8% of overall tv viewing is time-shifted.  And then mostly because consumers want to watch two shows at the same time. (Friedman, 2012)

I don’t know off hand who Coke’s primary consumer is, but sports programming tends to underdeliver women, where only about 1/3 of viewers are female. (Ripper, 2011)  (The Olympics are an exception as they draw more women than men.) So that could be a concern.

And then there’s the fact that when Pepsi cut back on tv advertising last year they fell to the number three brand. (CBS News, 2011)

What do you think?  Will this strategy be a winner for Coke?

Goetzl, D. (2012, March 22).  Coke To Focus On Events, Loses Faith In 30-Second Spot.  mediapost.com.  Retrieved March 29, from http://www.mediapost.com/publications/article/170853/coke-to-focus-on-events-loses-faith-in-30-second.html?edition=44899

Friedman, W. (2012, March 1).  Live View Numbers Drop, But DVR Jumps.  mediapost.com.  Retrieved March 29, from

http://www.mediapost.com/publications/article/169188/live-view-numbers-drop-but-dvr-jumps.html

Van Riper, T. (2011, September 30).  The Sports Women Watch.  forbes.com.  Retrieved March 29, from

http://www.forbes.com/sites/tomvanriper/2011/09/30/the-sports-women-watch/

(2011, March 17).  Pepsi slips to No. 3 in cola war.  CBC news. Retrieved March 29, from

http://www.cbc.ca/news/business/story/2011/03/17/pepsi-coke-cola.html

Out with the Superbowl, in with cause-related marketing.

1/7/10

In a surprise move, PepsiCo announced that after 23 years of sponsorship, their beverages – including Pepsi would be sitting out the 2010 Superbowl. (Vranica, 2009)

The reason is that they are shifting their strategy to one focused on cause-related marketing, and the proposition can’t be properly explained in a :30 second commercial. The strategy shift is even more interesting when you consider new research which says 50% of teens, 40% of tweens (9-12) and 20% of kids (6-10) have bought an item tied to a social cause. (Hurley, 2009)

What do you think? Will this be an effective strategy for a soft drink to capture a new generation?

Vranica, S. (2009, December 17). Pepsi Benches Its Drinks. Wall Street Journal, p. B11

Hurley, B. (2009, October 29). Find A Cause, Show Real Commitment. mediapost.com. Retrived 1/7/10, from

http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=116289&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=charitable%20causes%20and%20sales%20&page_number=0