These Pepsi Ads are hard to miss. The use of simple, catchy phrases makes them easy to read even if you run fast by them. Personally, I don't know their specific strategy but considering Pepsi is a veteran brand in our market, my best guess is that they want to solidify their position in the consumers’ top-of-mind by reconnecting with them in a very personal level.
My appreciation is that what makes this campaign relevant to the consumer and the product as well, is their encouraging refreshing approach. Whether or not the reader believes in signs, anyone who’s having a hard time and sees one of these might feel they just received a dose of empowerment. Considering that "refresh everything" is an invitation the brand has been sending to consumers for a year now (at least), I wonder if my appreciation of the local campaign is too far from its original intention.
For me, these Ads are good examples of smart use of media space because....
1.They show a healthy balance between “white” space and number of words
2.Location, size, font type (also, the use of few words allow for bigger letters) and color palette represent a skillful combination to increase their chances of generating impact.
3.The color palette is also something worthy of compliments; it certainly communicates the refreshing benefits of the product.
To see more photos visit: PEPSI en Tactical Mesh.
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