Pepsi Advertisement Analysis
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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.
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