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PEPSI • MARKETING :
a) US and Europe – a side drink to go
with Pizza or lunches
b) East Asia – hip and cool
c) India – Thirst quencher, provides a
lot of fizz
Mc Donalds
• INTRODUCTION: Started in May 15, 1940;
California, USA by two brothers Richard and
Maurice Mc Donalds.
THE ‘TRANSLATION’
BLUNDER
THE ‘SOUNDS LIKE’ BLUNDER
• Close relative of the translation blunder, the ‘sounds like blunder’ is when a
company’s brand name or product name doesn’t quite work with the local tongue.
• Few in the advertising
industry would refute the
fact that celebrity
endorsements are a great
way to boost brand
awareness. Who you
choose however might
close down as many
markets as it opens.
THE ‘CELEBRITY
ENDORSEMENT’ BLUNDER
• Proctor & Gamble are
another global giant who’ve
witnessed the perils of
complacency when taking
an idea from one continent
to another.
THE ‘APPROPRIATENESS’
BLUNDER
• Pepsi experienced some online backlash regarding their
new commercial, starring Kendall Jenner.
• In the commercial, we see a blonde, bewigged Kendall
in the midst of a photo shoot, while a protest takes place
on the streets just steps away from where she is posing.
As “Lions” by Skip Marley plays in the background, the
camera cuts between the protesters, many of whom are
artists. It's an inclusive crowd for sure, with people of all
identities joining together to march with signs depicting
the peace symbol.
ACTIVITY • As the ad continues, it becomes increasingly obvious
that Kendall wants to join the marchers, and she even
locks eyes with one of the protesters who nods at her as
if to say, "Come on." In the ad's climactic moments,
Kendall removes her blonde wig, wipes the dark lipstick
from her mouth, and filters into the crowd. She is seen
approaching a line of police officers, and she hands one
an ice-cold can of Pepsi. There is a pause, and then the
officer pops open the can, yielding cheers and applause
from the protesters. The words "live bolder, live louder,
live for now," fill the screen as the ad comes to an end.
QUESTION