Marcom this week: From A to zinc – 2/18/11 edition

From Pepsi’s controversial new can to a positive outlook on marketing jobs in 2011, here is a look at what made headlines this week in the integrated marketing communications industry.

Diet Pepsi Slims Down for Fashion Week
Diet Pepsi’s new “skinny” can got some rough reviews when it debuted at New York Fashion Week this week. According to PepsiCo Inc., the “tall, sassier” version of its traditional can celebrates beautiful, confident women. Pepsi, what are you trying to say? Beautiful, confident women don’t come in “traditional” sizes?

Before we hate on Pepsi, let’s look at this from another perspective. Yes, Pepsi’s positioning of the new can is a surefire way to draw negative attention. However, this new attribute does have its benefits. Skinny cans are more ladylike than wide-mouth traditional cans and add a bit of glam to the otherwise mundane activity of drinking a diet cola. We may not love the messaging, but we’re up for throwing a case of these cute cans in our fridge. We’re betting others will too, which begs the question: will this negative publicity hurt or help the brand?

Marketing Jobs on the Rise
Good news for integrated marketing grad students: marketing jobs are on the rise. According to a survey conducted by Duke University’s Fuqua School of Business and the American Marketing Association, CMOs plan to hire 50 percent more marketing pros in 2011. Gains in revenue and profits are fueling the new hires, with 69 percent of respondents saying they are more optimistic about the U.S. economy, up from 26 percent the previous quarter.

Couple this news with information about the hottest hiring sectors and you should be heading down a bright career path. As CNBC reported earlier this year, industries promising the most growth include IT, healthcare, transportation and financial services. In fact, according to CareerBuilder.com, 24 percent of hiring managers report plans to hire full-time workers in 2011, up from 20 percent in 2010 and 14 percent in 2009.

Harley Debuts First Crowdsourced Ad
It’s arguable that Harley Davidson has created one of the strongest brand communities of the last century. Now, the motorcycle manufacturer has turned the creative reins over to its customers, asking them to help develop an ad campaign around Harley’s new HD1 program, which allows customers to go online and design their own bike. “No Cages” is the first crowdsourced spot to air. Inspired by Kentuckian Whit Hiler and produced by Boulder, Colo.-based Victors & Spoils, the TV ad pays homage to the freedom felt by Harley riders and owners. So which brand will jump on the crowdsourcing bandwagon next? In addition, while it seems like crowdsourcing and ad agencies are playing nicely, is this technique a threat to creative agencies?




Marcom This Week: From A to Zinc is compiled by the Vitamin IMC editorial team. They can be reached at vitaminimc@gmail.com. Miss your vitamins last week? Visit the “Marcom this Week” archive.

Top 10 IMC campaigns of 2010 (Part 1)

By Carrie Griffith

From ground-breaking viral to deep consumer insights to epic failures, here is our look at the integrated marketing campaigns that made the top of our list in 2010. Check back tomorrow for the the second part of the list!

Most Buzz Worthy – Old Spice: Man You Could Smell Like
To gain relevance and credibility with younger men, Wieden and Kennedy created the “Man You Could Smell Like” campaign for Old Spice. Old Spice tapped into a deep human insight—guys want to be manly—by using a humorous, hyper-masculine character to challenge a man’s most basic insecurities and help him “navigate the seas of manhood.” The Old Spice campaign infiltrated conversations both online and offline, with an 800% increase in Facebook interaction, 140 million YouTube views, and 120K Twitter followers. Did I forget to mention that sales of Old Spice actually increased in 2010?




Brand-Breaking Viral Campaign – Smirnoff: Bros Icing Bros
“Bros Icing Bros” started as a website and launched into a viral drinking game that swept college campuses across the nation. The rules of the game encourage underage binge drinking, which seriously threatened Smirnoff’s brand image. Controversy continues to surround the campaign’s origin—was it a consumer-generated phenomenon? Or was it a calculated risk taken by Smirnoff to boost sales? In response to allegations of questionable guerilla marketing tactics, Smirnoff took down the website (which now states: “We had a good run Bros…”), but the game lives on.

Cause Marketing Campaign – Pepsi Refresh Project
In lieu of a multi-million dollar Super Bowl campaign, Pepsi invested millions to engage consumers in an authentic and meaningful way. With the help of TBWA\CHIAT\DAY, Pepsi launched the Pepsi Refresh Project, which provided a consumer-driven forum for everyday people to post their “Do Good” ideas. To date, Pepsi has granted more than $1.3 million to individuals and organizations that posted ideas on the website. To learn more, check out Vitamin IMC’s conversation about the Pepsi Refresh Project with Medill IMC alum David Dreyer of TBWA\CHIAT\DAY.

Consumer-Centric Campaign – Domino's: Pizza Turnaround
Domino’s Pizza tastes like cardboard and ketchup… and the company execs will be the first to tell you! In its Pizza Turnaround campaign, Domino’s took the side of the brand haters and publicly admitted that its 49-year-old pizza recipe was gross. With the help of Crispin Porter & Bogusky, Domino’s positioned its brand as a partner by listening to and involving consumers every step of the pizza reformulation process. Most marked the campaign strategy as brand suicide, but in a recessionary year Domino’s achieved double-digit same-store sales growth of 11.7% in the third quarter.




Stereotype Buster – Toyota: Swagger Wagon
When you hear the word “minivan” what thoughts immediately come to mind? For most, negative associations arise that usually involve avoidance of owning/driving/riding in one. Among the 20-30 something audience, the minivan is the antithesis of cool. Toyota took a unique approach to combat the stigma that surrounds owning a minivan by turning the stereotype on its head. The Swagger Wagon campaign makes minivans cool by featuring a quirky couple rapping about their family, day-to-day life, and minivan. While the commercial does not position the minivan as a choice car, it encourages families to laugh and be proud to drive a minivan.




What integrated marketing campaigns made your top 10 in 2010? Please share in the comments! And be sure to look for Part 2 of our list tomorrow.


Carrie Griffith is a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School and is Vitamin IMC's director of online initiatives. She can be reached at carriehinkle2011@u.northwestern.edu.

The Pepsi Refresh Project: Inside the Secret Formula

A Conversation with David Dreyer of TBWA\CHIAT\DAY

In January, Vitamin IMC ran a post about Pepsi’s decision to spend millions on a program called the Pepsi Refresh Project instead of investing in its traditional Super Bowl advertising spots. Little did we know that the concept was developed by a team from TBWA\CHIAT\DAY Los Angeles that included Medill IMC alum David Dreyer. Vitamin IMC Social Media Director Anne Mahoney was fortunate enough to have a conversation with David on the strategy and IMC elements behind the successful project.

On Strategy

“Pepsi wasn’t going to be the first to do philanthropic work or social media, and didn’t want to be a ‘me too’,” said Dreyer.

So how did TBWA\CHIAT\DAY propose capturing the essence of the Pepsi brand in an authentic way that resonated with consumers?

“Pepsi has always been at its best as a catalyst for change. In the Great Depression, it doubled the amount of ounces for the same cost. During World War II, it adopted its patriotic red, white and blue colors. It was always leading culture.”

The Pepsi Refresh Project was an idea formed from consumer insights. The Pepsi Refresh Project gives financial grants to anyone’s causes or ideas that gain the highest number of votes. With enthusiastic support from Pepsi CEO Indra Nooyi and company bottlers, the TBWA\CHIAT\DAY developed its rollout plan to the public.

“It was very deliberate – a marathon and not a sprint,” said Dreyer. “Refresh was launched in 2009 when we talked about it [to the public], and in 2010 we acted on it.”

Grant submissions began online in January 2010, with a cap of 1,000 on a first-come, first-serve basis each month. To give an idea of how popular the Pepsi Refresh Project has become, that 1,000-submission quota was reached in 30 minutes when opened for April.

On Engagement

The Refresh Project gives Pepsi the extra marketing power Super Bowl commercials fall short on – customer engagement. Where companies pay millions for celebrities to endorse their brands, Pepsi now has celebrities coming to them wishing to participate. Rihanna, Jenny McCarthy, Eva Longoria and Mariska Hargitay are just a few who have submitted grant ideas.

A great example of how the Refresh Project has helped its consumers is the case of Johnny Greenshield, a 14-year-old who won $25,000 with his homemade video of a new aerodynamic hood invention for buses.

On Demographics

When I think Pepsi marketing, I think of Gen Y as the ideal target audience. David had an intriguing response to that assumption.

“Pepsi symbolized youth, but some of its most loyal consumers are boomers. It needed an idea that bridged gap between millennials and boomers. Both groups are powerful agents of change, but because of psychographics rather than demographics.”

Do you think that boomers are too far outside of the internet age to participate?

“The majority of ideas are submitted by boomers, and they are the fastest growing demographic on Facebook,” Dreyer continued. “They have time, are computer-savvy, and it’s a way for them to keep in contact with friends and family.”

The Pepsi Refresh Project is an integrated marketing campaign that we’re continuing to keep an eye on. I’d like to give my personal thanks to David Dreyer for sharing his insights with Vitamin IMC.

--Anne Mahoney

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Anne Mahoney is the Social Media Director of Vitamin IMC and a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School. In the 90s she tried to win Deion Sanders gear through the Pepsi Stuff promotion. She can be reached at AnneMahoney2010@u.northwestern.edu.