There’s been a lot of Pepsi talk in our blog lately, but I thought this was worth one more post. 

In case you haven’t heard, or noticed, Pepsi recently changed their logo.  And some believe the origins of the new icon are directly linked to President Obama’s campaign logo.  Are they right?  Does it bother you if they did “borrow” a little bit?

PepsiCo VP, Brands Frank Cooper addressed the issue this week at a Super Bowl press conference.  He didn’t admit that they ripped it off, but it does sound to me like they were inspired by it.  (So was most of the country!)  And as we all know, advertisers picking up on trends for their marketing efforts is nothing new.

The question now is how long will the logo honeymoon last? 

When the economy is down, the first thing a lot of companies tend to cut back on is marketing. The problem with that is, in most cases, it’s the best time to market. It’s the perfect opportunity to gain a competitive advantage, and maybe even woo some new customers! (Don’t you love the technical term – woo?)

Why not have the field to yourself if you can, and leave the competition to catch up with you. There’s no better time than now to get out in front, especially with bargain basement deals all over the place with the media.

One company who understands this theory is Hershey, who this week announced fourth quarter and full-year earnings that topped analyst expectations.

With consumers spending less on higher-end chocolate products, Hershey capitalized by boosting ad spending in the fourth quarter last year by 23%, and 26% overall for the year.

The focus of their marketing has been on the core brands of Hershey’s and Reese’s, but they plan to expand their efforts in 2009 to include Twizzlers and Kisses, with another 20-25% spending increase.

So as the economy continues to take new turns daily, it’s time to take a hard look at your marketing program. You may want to rethink the strategy to cut back, and consider what Robin Williams said in the movie Dead Poets Society: “Carpe Diem – Seize the Day!”

Oh, and don’t forget to call or email us for some help!!!

Who’s cornered the market on “happy” and “positive” in the retail beverage category? You be the judge. Here’s a sneak preview of what we’ll see during the SuperBowl. While Coke focuses on the future and where we are going, Pepsi reminds us of where we have been and what’s possible. I think I’ll order a Coke and a Pepsi.

For the first time in a decade, you won’t see a US car in a Super Bowl ad. The recession, not the beleaguered US auto industry, will figure prominently in this year’s Super Bowl advertising lineup. Look for Denny’s to be rolling out a new promotion to diners feeling squeezed by the economic downturn. Pedigree will be appealing to Americans’ generous spirits in what promises to be a entertaining campaign to encourage us to adopt one of the 4 million dogs awaiting homes in shelters.

You can read more about Super Bowl advertising on Bloomberg.com at http://www.bloomberg.com/apps/news?pid=email_en&refer=us&sid=akGKfOAQM3wc

But don’t worry, you will see car ads on the Super Bowl show. They just won’t be US carmakers. Audi and Hyundai will both be advertising. As will perennial favorites, Anheuser-Busch and Coca Cola. AND the advertising space is still selling for high prices, with 12 spots selling for $3 million and several “in the high $2 millions”.

Do you think it was a wise decision by US automakers not to advertise on the Super Bowl? Or is it simply because they cannot afford it? OR was there no way to create a spot that produced a return on investment in increased sales without the backlash of public perception that a company that asked for bailout money was spending it “frivolously” on advertising? What’s your opinion?

So I promised to followup with the campaign war on “happy” between Pepsi & Coke. Unfortunately, I couldn’t locate any new spots for Coke’s new campaign when I did a search on YouTube. My search did find something positively sneaky, and well, quite brilliant. When I entered “coke commercials” in search I got a lot of old Coke spots, but I also got a message from Pepsi.

Click the Pepsi link in red - when the youtube page opens you’ll notice the web ad right of center. I guess Pepsi thought alot of people would be looking for the Coke spots after launching on American Idol too.

And the happy war begins. Two beverage retailers. Both running the same advertising message - happy. But who will be happiest of all? Hopefully, the consumer.
You decide: Here is the first spot for Pepsi launching it’s new smiling logo. Tomorrow, I’ll post Coke as it is launching today. You can also catch the commercial launch tonight on, what else? American Idol.

We’ve hit 2009 and we’re still in this horrible recession! Everyone is having a tough time.  From the auto industry, the banking industry to the retail industry.  Obviously this is due to the American consumer who is out of a job or is just cutting corners all around (because they’ve recently looked at their 401k statement or other disappointing investments).  People just aren’t buying right now…unless something is deeply discounted.

Which leads me to say ALL retailers are discounting their merchandise these days.
From a marketing standpoint what can the retailer do to keep the recession-consumer spending?  Go back to the 80’s and reinstall the “layaway.”  And the old fashioned COUPON!

I had a meeting yesterday with a rep from Valpak, Maria.  Maria explained to me that the Valpak has acquired a new high-end client (she couldn’t say who) that wouldn’t normally advertise with a “coupon” pack such as Valpak.  That same advertiser said, “this will be the year of the coupon.”

This just goes to show retailers are in desperate need of the consumers’ dollar.  And the consumer is always looking for those discounts (and will be for a long time).

Look out high-end retailers you may have to bend the rules for your brand standard and go retro…coupons, coupons, coupons!

Within the last few months, lots of retail brands have hopped aboard the Obama hope train. Yesterday Pepsi hosted a Symposium with a message of ‘Refresh Everything’, just in time for the presidential inauguration.

The mastermind was TBWA Chiat Day. The symposium was held in Washington DC, with a line-up of high profile mind-changers: Robert Wolf (CEO & chairman, UBS investment bank), Rev Jesse Jackson JR (congressman), Spike Lee (filmmaker, human rights activist), Arianna Huffington (new media powerhouse) and Sean Combs (hip-hop) all debating on how best to refresh the economy, education, gender roles, hip-hop and black America and broadcast live via a microsite: http://refresheverything.com/symposium.html

The “bright side of life” type of campaigns are springing up everywhere and may also have come just in time for those retail brands, and the advertising agencies who are branding them, to rethink their retail approach to these hard economic times. The power of positive thinking has its place and time. Positive words. Positive action. And it’s right here. Right now. The public is ready to hear a lot of good news today. At least that’s what some of the biggest retail brands are rethinking.

Pepsi is now a series of smiling logos, and a new tagline, “Every generation refreshes the world,”. Coca-Cola, meanwhile, is poised to launch a campaign, “Open happiness,” that will replace its “Coke side of life” — which is, naturally, the bright side.

But Coke and Pepsi aren’t the only brands selling a happy, empowering or upbeat message these days. Here are some others:

CALVIN KLEIN’S CK ONE:
“We are one,” Laird & Partners
DUNKIN’ DONUTS:
“You kin do it!” Hill Holliday
IKEA:
“Embrace change,” Deutsch
MACY’S:
“Believe,” JWT
OFFICEMAX:
“Life is beautiful. Work can be too,” Escape Pod

It’s one of those pearls of wisdom we all heard from a mother, father, or even a teacher growing up.  “If you can’t say anything nice, don’t say anything at all.”  And in today’s age of advanced technology and communication, especially all of the social media tools that keep you connected to everyone you know (and maybe don’t know) 24/7, the advice is even more appropriate.

The latest example comes at the expense of an ad exec recently on his way to visit a client for a presentation.  Upon landing in Memphis the exec fired up his phone, launched the Twitter application, and sent the following tweet:   “True confession but I’m in one of those towns where I scratch my head and say ‘I would die if I had to live here!’”

Well, apparently someone from the client he was visiting saw the tweet, took offense to the comment, responded to the exec, and copied agency and client management.  Yikes!

What’s the big deal?  Well, the client happened to be a little one you may have heard of, FedEx…double YIKES!!!

So the moral of the story is that the advice your mother gave you years ago is even more relevant in today’s digital communication world.  Learn from this exec’s Twitter faux pas.

Have you had anything like this happen to you or someone you know.  Do share.

I admit it – I’m not the most popular.  I don’t have any Facebook bumper stickers.  I’ve only received 1 gift in my lifetime.  I thought 366 friends was a respectable number… oh wait, 367 (thanks Meagan!).   But I think I’ve got something going for me… I haven’t been sacrificed for a flame-broiled sandwich!

Leave it to the creative geniuses at Crispin Porter + Bogusky to come up with another great advertising story for Burger King.  They’ve utilized a social networking tool – but dared to be different.  Instead of asking you to join a group or find new friends… the Whopper Sacrifice application allows you to trade in 10 of your Facebook friends for a free Whopper.   Not only that – once you’ve made the sacrifice, everybody knows about it!  “John sacrificed Jane for a free WHOPPER.”

Not only is the idea outrageously entertaining.  It’s got everybody talking (and generating a ton of free press for BK). According to www.whoppersacrifice.com - over 231,872 friends have been sacrificed (with my help). 

So, I’m sorry Maria, Scott, Misi, Melissa, Dave, Vong, Micci, Ennis, Katrina and Laurie – for the sake of a great idea, I hope you can forgive me!  I’m getting a free lunch.

Listen to the expertise of your creative team and you’ll save tons of money. Not to mention a lot of headaches.

Check out this funny video below on buzzcuts. Over thinking, over art directing, over copywriting, and over involving of committees isn’t the best way to have projects come in under budget.

Laurie Hix
Creative Director

Oh my, I just read a blog about President elect Obama having to give up his beloved Blackberry.  National security says that the Blackberry is a no-no.  And think about how it would look to have the leader of the free world in an important meeting with fellow leaders and sneaking peeks at that irresistable little device.  I guess it is yet another sacrifice he will be making for us. 

Check out the blog at www.cioinsight.com

Could YOU give up your Blackberry?  Do you think that there are security issues that affect YOUR business created by Blackberry use?  What policies are in place with your company for Blackberry use?   And the MOST PRESSING INQUIRY:

What is YOUR most embarrassing Blackberry moment?  Come on, spill.  I know someone out there has checked their Berry at an inopportune time or walked into a wall while texting.  No prize for the best story, just the glory.