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Topic ClosedBeyonce Gets 50 Million Pepsi Deal

 
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Direct Link To This Post Topic: Beyonce Gets 50 Million Pepsi Deal
    Posted: Dec 11 2012 at 8:57am

Pepsi's Beyonce Promotion Is The Choice Of An Old Generation

 

Pepsi has agreed to spend an estimated $50 million on ads, a Super Bowl halftime show, and unnamed “collaborative projects” with pop star Beyonce because, as one of its execs put it, “Consumers are seeking a much greater authenticity in marketing from the brands they love.”

Paying off a celebrity is certainly authentic in a blunt, mercenary sort of way. It’s also marketing circa 1985. The saddest part isn’t that it won’t sell a single case of soda pop, but that Pepsi (and its advocates in the extra-dimensional world of branding) will claim success nevertheless. There will be other explanations for why sales and profits continue to slide, even as Beyonce garners zillions of likes and song downloads.

No slight to Beyonce intended, by the way. She’s immensely talented, incredibly beautiful, and seems genuinely nice when interviewed. And she got a great deal. But the plan is pure inanity for Pepsi, and I’m surprised more marketers aren’t calling it out for what it is. Here are the reasons why it makes no sense…and will make no cents:

It’s an old idea. Pepsi first hired Beyonce in 2002 after Britney Spears fell out of favor (it had spent $8 million just to run Britney’s spots on the Super Bowl). Coke similarly wasted many millions sponsoring Christina Aguilera (whose mug appeared on cans just like Beyonce’s will next year). Christina would eventually swap sides and do promos for Pepsi internationally. Out of the gazillion possible new marketing strategies, some truly revolutionary, Pepsi chose to use the Wayback Machine?

Celebs don’t sell soda pop. There’s no reliable data on whether Britney et al sold anything a decade ago, and no reason to believe Beyonce will now. It’s all about branding and, as such, its benefits are measured in intangibles of awareness. Yet both Pepsi and Coke don’t have awareness problems; they face immense challenges of selling global brands in increasingly segmented, discreet, and critical communities (just think of what’s happened to national beer brands).

Sponsorship isn’t authentic. Beyonce isn’t working for Pepsi because she loves the product; she’s said as much, reassuring her fans in a statement that the deal lets her take Pepsi’s money “…with no compromise and without sacrificing my creativity.” Buying a celebrity and her or his distribution network is serious Old School, since it’s no more authentic than buying a popular broadcast TV show with lots of regular viewers. Pepsi made a channel decision and is trying to elevate it to something strategic. It’s not.

Pepsi’s branding is officially adrift. I can imagine this pendulum swinging wildly at corporate HQ, leading its marketers to embrace nutty futuristic theories about social engagement with the failed Pepsi Refresh Project a few years ago (also touted as being collaborative and authentic, though it was neither, and it certainly wasn’t marketing). Now it’s reaching into the past to revive the Pop Diva Gambit. What’s still missing is what makes Pepsi real and relevant right now, in the present.

I wish the company would face that challenge of “now” and announce some radical stuff. Its flagship brand is losing steam, having given away 2nd place in the cola rankings to Diet Coke and, as of the last quarter, reported a 3% sales decline on a 7% decline in net sales (yielding a 16% drop in operating profit for its Pepsi and Gatorade businesses).

A new generation of marketers would give us ideas that scared us, didn’t make sense, and that challenged the very boundaries in which they’ve elected to work since time immemorial. They’d come up with stuff nobody thought of before, and make sure that every action contributed to providing real, compelling, and sustainable reasons for consumers to buy Pepsi. Not like or think fondly about it. Buy it.

Sponsoring a wonderful pop artist would never come close to making that list. Pepsi’s latest deal is the choice of an Old Generation.

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Direct Link To This Post Posted: Dec 11 2012 at 9:00am
Get that money Blue
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Direct Link To This Post Posted: Dec 11 2012 at 9:01am
cool for bey..
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Direct Link To This Post Posted: Dec 11 2012 at 9:05am
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Direct Link To This Post Posted: Dec 11 2012 at 9:07am
Nice for her but Cherry Coke is the best 
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Direct Link To This Post Posted: Dec 11 2012 at 9:10am
Did her mouth have to be open?
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Direct Link To This Post Posted: Dec 11 2012 at 9:11am
Do yo thang Bey
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Direct Link To This Post Posted: Dec 11 2012 at 9:14am
Originally posted by Addicted19034 Addicted19034 wrote:

Did her mouth have to be open?
its her sexy look.  Bey has 3 signature "sexy looks"  & she tries to utilize them in EVERY photoshoot, video, or performance.
 
1) Mouth Open
 
2) No Pants
 
3) Wind Machine to blow her hair
 
 
 
so very predictable
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Direct Link To This Post Posted: Dec 11 2012 at 9:16am
Originally posted by Prazol60 Prazol60 wrote:

Nice for her but Cherry Coke is the best 
lies on the lips of a priest. 
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Direct Link To This Post Posted: Dec 11 2012 at 9:17am
Originally posted by Prazol60 Prazol60 wrote:

Nice for her but Cherry Coke is the best 
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