Types of advertising

There are several types of advertising that isused by pepsi that help promote the product.

Examples are

Print Adverstisment - Ads printed and published in newspapers, magazines, brochures and
flyers.

Outdoor advertisement - Ads on billboards, kiosks. Bus stops etc

Broadcast adverisment – Television and radio commercials

With their highest indexes in the first quintile, cable TV and Internet are the most effective
mediums to reach the target audience. Less effective methods would be radio, outdoor,
mahazine and newspaper all of which have indexes in the 4th or 5th quintile. Due to high
popularity of internet among the youth it is the medium that needs to be focused upon.

Outside of North America, PepsiCo has been putting more pressure on its media agencies to
deliver stronger online media results through innovation. It recently partnered with Mindshare
in APAC to test a blockchain programmatic alliance, which resulted in a 28% uplift in the
efficiency of viewable impressions through the deployment of 'smart contracts'.

Snapchat has partnered with beverage brand Pepsi to create the platform’s first Interactive
Augmented Reality (AR) Lens in India. The unique Lens is a part of Pepsi’s ‘Har Ghoonth
Mein Swag’ summer campaign, which is a progressive approach to truly reflect the self-belief
of today’s generation.

The Lens marks an important collaboration between both youth-oriented brands and reiterates
Pepsi’s celebration of the word that defines today’s millennials’ – SWAG. The Lens is
accompanied with additional ad formats such as Filters and Snap Ads, giving Snapchatters 360
access to the brand’s ‘Har Ghoont Mein Swag’ philosophy.

The Interactive Lens takes the form of an innovative augmented reality experience. The
‘choose your own journey’ game allows users to control their experience depending on the
answers they choose for different scenarios.

Pepsi used social media with contest promotions. By liking their FB page, users could
participate in user made commercial competitions. Users will film their own commercials
running wih the same theme of awkward moments and upload it on YouTube. And the winner
had their commercial made by Award winning artists.

Crisis communication

In 1993, Pepsi faced serious allegations about the safety of its products. The scandal began
with an elderly couple in Washington who claimed to have found a syringe in their Diet Pepsi
can. Over the course of a week, 50 reports came in about various objects being found in Diet
Pepsi cans -- pins, sewing needles, bullets, screws, crack vials, and more.

In response, Pepsi released a four-part video campaign showing the exact process each can
follows in production. These videos proved there was no opportunity for a can to be tampered
with before it was delivered to a store. Additionally, Pepsi got its hands on a security video
showing a woman in Colorado inserting a syringe into a can of Diet Pepsi at her grocery store.
This confirmed to consumers that Pepsi was innocent of the crime.After confirming internally
that the business was not at fault, Pepsi took an effective, defensive approach with its video
campaign. Rather than claiming innocence and leaving room for controversy, Pepsi proved it
using an educational video and security tape. The company even bought a print ad with the
headline, "Pepsi, Proud to Introduce … Nothing" as a humorous attempt to move on from the
incident.

Although the since pulled Kendall Jenner Pepsi ad, titled “Live for now,” went live two years
ago, it feels like yesterday when the internet exploded with public relations backlash about this
distasteful and misguided commercial.

After the ad was released, there was no going back. They couldn’t change the spokesperson,
the messaging, or do what many suggested– hire an out-of-house agency to create the
campaign. Pepsi and Kendall Jenner were facing a major brand crisis and PR teams suddenly
felt the pressure, knowing their brand’s reputation was on the line.

Two years later, Pepsi and Jenner have made a comeback but that wasn’t magic. Public
relations professionals had to put in the hard work of crisis communication in order to recover
these brands’ reputations.

More aspects of this ad went wrong than went right. Above all, the message trivialized the
Black Lives Matter movement, making the protest seem like a fun block party that Kendall
Jenner randomly joined.
As famous brands, Pepsi and Kendall Jenner don’t have strong affiliations with fighting for
justice. Kendall Jenner can’t diffuse tension by handing a cold Pepsi to a police officer. It’s
insensitive and doesn’t align with these brands’ personas.

Pepsi responded immediately with a statement that was released on all of their social media
platforms. This is step one in crisis management, and they nailed it. They were clear, showed
empathy, and promised action.

Quick and effective responses help reduce long-term effects and decrease the odds of backlash
spiraling out of control.