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Pepsi's advertising placement increases for summer events
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Pepsi's advertising campaign on a CTA bus shelter.
The past couple of weeks in Chicago have been some of the busiest, with events like the Blues Fest, the Taste of Chicago, multiple cause walks, and of course the summer weather which brings thousands of people to the beaches every day. As usual, these events attract huge masses of people each day who are looking to take part in Chicago’s summer fun. Similarly, the huge masses of people attract thousands of advertisers who are looking to get their share of exposure for their client or company.
During these fun packed weeks we have seen a huge increase in Chicago’s outdoor advertising and even a burst classic advertising mediums like blimps and airplane banners. This boost in advertising placements are coming from large companies like Comcast and Geico who are looking to be associated with the good times of summer in Chicago. One of the most noticeable increases in placements is coming from Pepsi.
Pepsi’s current campaign plays into the fun of Chicago’s events with humor in the form of funny, simple words and clever phrases like, SODYPOP, OH BOY, and HOORAY! Pepsi makes this campaign work by sporting their new logo in place of the O’s in each word or phrase and by using bright colors and large fonts to replicate the carefree, fun feelings of summer. One of the coolest things about this campaign is how it has been adapted to the city of Chicago by using words and phrases that are related to the city. An example of this adaptation is the banner ad that Pepsi has been flying over Lake Shore Drive that reads, “CHI TOWN!”
The Pepsi campaign has been well planned and executed, and the placement push is perfectly timed to take advantage of the cities events. The way the ads have been localized and how they’re designed to communicate is a perfect example of a well planned campaign. They have made the message clear that Pepsi is the perfect refreshment to enjoy during some carefree, Chi Town, summer fun.
When you’re downtown in the next couple of days, look all the different places Pepsi’s campaign is located. You’ll notice them everywhere, on busses, in trains, bus stops, taxi cabs, in the sky..the list goes on. How do you feel about this campaign? Share your opinion in the comment area below.
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