22.5.09

human leadership::: What is common between Pepsi & Obama


Both "Brands"managed to read and analyze current people needs and wants.

Expressively, they taped into cultural –hopefulness, brightness-movement, spirit of optimism, thirst for positive change and Intense -passionate-desire of active participation.

In the core, they symbolizes and amplifying our crave for happiness , sense of achievement by releasing and realizing dynamics of change.


Pepsi plugs into a classic teenage dream with “Rising”, a TV advert in which a young man climbs a pile of seemingly impossible odds to fulfil his goals, finally reaching the mantra, “I can”. A young man sips on a can of Pepsi as he surveys a huge mound of objects. He sets off to climb through the symbolic collection, yelling “I can’t hear you” every time his peers, family and teachers discourage his dream.

PENGUIN

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