PepsiCo is to launch its blue Pepsi can with the most expensive
television commercial ever made - costing almost pounds 2m to put
The soft drinks giant is spending dollars 3m (pounds 1.97m) to make the
new international campaign which will launch new-look cans in April for
Pepsi, Diet Pepsi and PepsiMax.
The new ad will kick off a pounds 197m investment behind the ‘blue’
Pepsi brands over the next four years.
The cost of the single ad will break the previous record of pounds 1.4m
for last year’s British Airways commercial, in which helicopters were
used to cover a tropical island in silk.
Pepsi is also revamping its below-the-line marketing and has appointed
Wunderman Cato Johnson to work on pan-European promotional campaigns
relating to the relaunch. ‘Pepsi has very aggressive plans,’ said WCJ’s
vice-president for Europe David Butter.
The new Pepsi commercial is still being shot in New York, but will
feature a series of 20th century icons being blended together to create
the new blue cans. Insiders say the items include a 57 Corvette, a
Harley-Davidson, the Apple PowerBook computer, a Swatch watch, Ray-Bans,
the Nintendo Gameboy and Converse trainers.
Celebrities have also been hired. Supermodel Cindy Crawford, who
advertises the core Pepsi brands, will add a kiss to the mixture. Tennis
star Andre Agassi, who appears in Pepsi Max ads, will be featured adding
The ads, by BBDO in New York, will air in April in time for the Pepsi
relaunch. Cans obtained by Marketing show Pepsi Max and Diet Pepsi have
also been overhauled by design firm Landor Associates to create a ‘blue’
family image for Pepsi. In a bow to the 90s, the cans will feature a
Pepsi Internet address.
Insiders say the big-budget campaign is part of an overhaul of Pepsi’s
advertising image. New ads will follow the fast-paced, hard-hitting
format of Pepsi Max.