ArabAd - - CAMPAIGN -

For all its pop­u­lar­ity, the brand can­not be qual­i­fied as "cool", though not for lack of try­ing. The new cam­paign—#3ishamat2oula, Pepsi’s lo­cal twist to the global #Say­itwith­pepsi cam­paign-, which rides the band­wagon of emoti­cons - and ergo, the What­sapp, social me­dia savvy gen­er­a­tion talk, aimed at in­tro­duc­ing the brand into ev­ery­day con­ver­sa­tion the youth ha­bit­u­ally en­gage in. It is, "cute", and def­i­nitely puts Pepsi back on the social map dur­ing sum­mer with the in­tro­duc­tion of hun­dreds of pro­pri­etary Pep­si­moji char­ac­ters. De­spite the fact that it does not rate high on the cre­ativ­ity scale, it how­ever does know who its au­di­ence are and how it wants the con­ver­sa­tion to be held.

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