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Global Advertising

Global Advertising. “New Generation” Campaign

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Global Advertising

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  1. Global Advertising

  2. “New Generation” Campaign The “New Generation” advertisements involved Michael Jackson. In the TV advert, a re-made version of his song “Billie Jean” is played over a video of a young boy and his friends imitating him and his brothers. The boy meets Michael and dances with him. Michael also starred in another advert for Pepsi, with a re-made version of his song “Bad”. Link: http://www.youtube.com/watch?v=vd15YVb2M6M

  3. “Cool Tones” Campaign In 2008, Pepsi launched the "Cool Tones" campaign. It involved Mariah Carey, Mary J Blige and The All American Rejects writing and performing ringtones that can be obtained by purchasing a Pepsi bottle. Carey also recorded a commercial for the campaign in which she performs one of her original ringtones.

  4. Sponsorship Advertising Pepsi currently sponsor 3 of the 4 major league professional sports in Northern America, the National Football League, National Hockey League and Major League Baseball. Pepsi also sponsors Major League Soccer. In Pakistan, Pepsi sponsor the Pakistan Cricket Team. The team wears the Pepsi logo on the front of their test and ODI test match clothing. Through use of sponsorships in sport, Pepsi are able to advertise to a wider audience than ever before.

  5. Advertisements in specific countries Pepsi have advertising campaigns running in separate countries all over the world. Most of these campaigns will use celebrities that are big in those countries to help amplify the advertisements. Examples of this are Shakira in Columbia, Faye Wong in China and Kylie Minogue in Australia.

  6. Worldwide Celebrity Endorsement Pepsi also features celebrities who are famous worldwide in their campaigns and use them in different countries. For example Britney Spears and Beyonce have appeared in ads shown in such countries as Japan and the US. The majority of the celebrities are pop singers as they have more of a global appeal and have their music heard around the world, compared to actors who may only be famous in their respective countries. Link: http://www.youtube.com/watch?v=JHboqbcjGSQ

  7. Problems with Endorsements In 1987, David Bowie and Tina Turner joined forces to advertise the soft drink, in an advertisement featuring a reworking of Bowie's hit "Modern Love." The company also agreed to sponsor Bowie's 1987 Glass Spider World Tour. Bowie was accused of sexual assault shortly afterwards, and the company dropped the advertisements immediately.

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