Posted by Mark J. Miller on September 18, 2012 06:11 PM
Pepsi’s marketing gurus have been appealing to consumers through music seemingly for eons. Much of that perception is due to the success the soda maker has had in tying its name to the King of Pop, Michael Jackson. Even after the guy’s been laid to rest for more than three years, and earning more than ever, Pepsi is still celebrating its legendary association with the performer.
Back in May, Pepsi announced its deal with the Michael Jackson estate and Sony Music to an exclusive global marketing partnership that included featuring the Gloved One on a billion limited edition Pepsi cans released around the world, starting in China.
As part of its music-based global "Live for Now" platform, the Pepsi brand is reminding consumers that it's been 25 years since Jackson's iconic Bad album was released — an anniversary that director Spike Lee is marking with a documentary, and which Pepsi celebrated in late August in a concert with Billboard and singer Ne-Yo, who performed such hits as Closer from the album, which was released on Aug. 31, 1987.Continue reading...
Posted by Theresa Howard on May 5, 2011 01:30 PM
Coca-Cola doesn’t look a day older than 25 as it counts down to its 125th birthday Sunday to kick off a year-long celebration.
The American icon soft drink brand that seems to have won the battle with old age has prevailed. It shows just how young and hip it is with a free concert for Coke associates and families on Saturday.
The lineup of musicians and artists includes World Cup flag-waver K’NAAN, Natasha Bedingfield, and Ne-Yo. And, oh, America’s favorite emcee, Ryan Seacrest, will host. Get all the details on catching the concert's live-stream at cocacola.com/125.
Tomorrow we’ll take a look at how Coke has shed its stodgy image over the years and is poised to use its youth and vibrancy to help double revenue by 2020.