Reach for a Lime

Look at the site. Post on in there. Pepsi is really trying to capitalize on the state of things. But I can't really decide what they are attempting to do. Venerate Brand Image? Expand brand awareness? Impressions to sales? I don't think an avid Coke consumer is going to buy Pepsi now because they want to be a part of something bigger than themselves. I mean, on the whole, do people really deep down care? "In reality, PepsiCo owns some of the most sought after brands in the world, including Gatorade, Tropicana, Frito-Lay, and Doritos. It does business in more than 200 countries worldwide, including key emerging market economies like China and India". So this global "one love" thing-how is it going to help? In this author's mind, I think it is going to raise audience involvement and make Pepsi a more personal brand. The cause is to tap into cause-related marketing or pro-social marketing, by which corporations seek to back up their talk about benefiting society.

So Coke and Pepsi couldn't compete in price anymore. Now they get to compete in who is more of a philanthropist. Pepsi points a finger saying Coke capped its donations at $500,000 and says look at us we are doing 40 times that. Coke comes back and says, "[it]will donate a dollar to the Boys and Girls Clubs of America each time a visitor to the Coca-Cola fan page on Facebook (facebook.com/livepositively) shares a virtual Coke gift" and that the 500k was only "a portion of the almost $60 million in cash and in-kind donations".

Either way it is showing innovation and evolution of the advertising industry.