Pepsi And Marlboro Advertising Analysis

Pepsi and Marlboro advertising analysis

Pepsi’s American multinational food and drinks. Inc. (Pepsi) launched a campaign entitled ‘Live for Now – Moments’ in April 2017, reproducing an existing campaign ‘Live for Now’ that the company created in 2012. This campaign included an advertisement: "Jump in’ Pepsi Moments ’ – And the purpose of this announcement was initially to reach millennials and‘ project a global message of unity, peace and understanding, "according to a Pepsi statement. The announcement presented a staging full of contracted actors, including the 21 -year -old supermodel Kendall Jenner (Jenner). Many people criticized the announcement for their insensitive approach and so some viewers considered an incorrect execution of the desired message. During the announcement, Jenner joins the protest and finally approaches a policeman, who is on duty on the protesters, with a can of Pepsi. Take a sip.

Critics immediately began to condemn Pepsi and the announcement on social networks: Entertainment Weekly described it as ‘a deaf tone attempt to co -opt a political resistance movement’ to increase sales. Many Twitter users expressed concern and disgust after the launch of the announcement, claiming that trivializes the protests of real life where several people lost their lives fighting for a real cause. Some users hated that Pepsi was seen as the cure for all social problems. One commented sarcastically: “I understand now. If the black lives matter, the protesters would have delivered a Pepsi to the police who had not been gased.

Now it’s very clear ‘. In addition, many angry tweets went to the fact that Jenner was chosen: because the announcement seemed to belong to the Black Lives Matter (BLM) movement, Jenner’s cast seemed wrong. ‘Kendall Jenner Pepsi’s fiasco is a perfect example of what happens when there are no black people in the room when decisions are made,’ said a user.

This case study examines the broad public response and the media to the Pepsi ‘Moments ’campaign, as well as Pepsi’s intentions and responses before the announcement of the announcement and then. The main problem is Pepsi’s decision -making during the duration of the crisis and the lack of consideration during the existing political climate at the time of liberation. Despite the negative comments and nine months of the lowest perception levels that the company had seen in more than eight years, Pepsi remains the same world leader in food and drinks that has been for decades.

Pepsi clearly believed that his internal marketing team, Creators League Studio, a new internal arm of content creation, had gathered something beautiful and socially responsible;Something in which all people could meet, believe, agree, and that would make everyone want to leave and buy a Pepsi. Pepsi’s initial plan: use the ad ’ad’ announcement worldwide, through TV and digital.

The place opens with Jenner posing as a supermodel with a blonde wig and a silver dress. Meanwhile, various millennials crowd. A musician who drinks Pepsi is the first to leave what he is doing and joining the protest, a photographer dressed in a handkerchief joins below, and finally Jenner herself, after removing the wig and elegant clothes and even staining themake-up. The announcement culminates with Jenner boldly moving away from the protest and offering a police officer a Pepsi, who takes and sorbe, for great enthusiasm of the protesters.

Marlboro

The Marlboro Man is considered one of the most iconic and impressive brand images of the last century. Before carrying out the semiotic analysis of this advertising campaign, let me provide some background on Marlboro.

Marlboro is manufactured by Philip Morris USA and is the best -selling cigarette brand worldwide. But this great success is based on a very interesting story. Marlboro launched himself as a brand of cigarettes for women in 1924. At that time, filter cigarettes were promoted as women. But in the 1950s there was a great uproar against smoking after several studies were published, which directly link smoking to lung cancer. Philip Morris took this opportunity to reposition Marlboro as a male cigarette brand. The idea was to attract that male audience that was worried about the harmful effects of smoking and was looking for a safer option. The investigation carried out during that period also supported the measure, indicating that men were increasingpromoted to women.

Leo Burnett was assigned the task of repositioning Marlboro as a male brand. It was then that Dawn about Marlboro’s man and a series of enlightened ads were created, some of which are shown above. Advertising uses different signs to attract the human subconscious and send the desired message. Marlboro’s semiotic analysis sheds light on some of these signs and their hidden meanings.

In the first announcement, the signifier here is the image of man (popularly known as the Marlboro man), as well as the physical environment. What we see in the first announcement is the dominant image of a male piece. Because of the style of dressing, particularly the hat, we can distinguish that man is a cowboy. Is strong and muscular. His facial expression and style of Pose draws an air of trust to overcome any challenge. Its general aspect emanates assertiveness and builds an aura of style, glamor and adventure. The aspect of assertiveness stands out even more for the object in its right hand, which is a tool used by a cowboy to keep the horse under control. The background seems to have been used as a tool to improve the adventure part. The environment shown in the background is natural, free and challenging. It provides a sense of freedom, independence, as well as a feeling of a completely different world (separating from routine and mundane life).

The announcement in general fills one with the meaning of adventure, courage and independence with masculinity stamped in everything. There is also the image of Marlboro cigarette boxes and a message that says ‘come to where the flavor’ is. The cowboy also holds a cigarette in the left hand. All this plays in our mind and sends a message that having a marlboro cigarette will give you everything it means.

In the second announcement, the signifier is the cowboy that sets a horse and the background that includes a natural and fresh landscape and water splashes. The cowboy that sets up a horse occupies a prominent place in this image. It is very significant since it clearly demonstrates that the cowboy has total control of the horse. The level of power exudated by the cowboy is reinforced by the whip in his hand. The representation of his left arm seeks to highlight his physical strength that he is using to tame the stallion. Water splash and legs stretched from the horse indicate that they are riding at an incredibly fast pace. In addition, the desert and speed illustrate that it is a brave rider. There is also a sense of sexuality that arises from the color of its shirt that is red, a color that has characterized this quality for a long time. Once again, the image produces a sense of independence, individualism and adventure.

After seeing the image, one feels like ‘I, the Marlboro man with a marlboro cigarette I can explore and jump beyond the limits. I can ride the world and ride nature, be the free spirit cowboy that Marlboro means. I can be myself, think for myself and get what I want.

conclusion

Although Pepsi’s actions recovered after a long time, they suffered their lowest point after a decade. What I learned by analyzing these two campaigns, from extremely successful and powerful companies, was that, the times are changing, before you could make a sexist ad, teaching the world of that time as a man should see each other, boots, shirts, shirtMarlboro hat and cigarettes. Everyone wanted to look like this and Marlboro’s strategy was to create that need that "if I do not buy those cigarettes I will not see myself well" that was how this advertising campaign helped the company so much. On the other hand, Pespi took this announcement with Kendall Jenner, the best paid model in the world, at another time, a more inclusive, more sensitive and easier time to offend, which the team in charge of creating this announcement would haveto have known how things were handled in this generation.

Many people told the announcement of racist, macho and many other things, although the true vision of this campaign was really to seem that Pepsi was an inclusive company, which did not discriminate, nor were they racist. Inviting everyone to be part of that global community that wanted to make us think was Pepsi. But they were shot by the cylinder head, the world saw it in a different way, because it was poorly planned and without good strategy and logistics. It is very important to take into account everything that is happening around us to create a campaign of considerable magnitude, know who is the audience we are looking for, the market, gender, all those details are essential to create a marketing campaignsuccessful and that creates a positive impact.