AdS!!!
Victoria Holtz
Ad Spending: $18 million
Ad Agency: Crispin Porter + Bogusky, (CP+B)
Copy Strategy: Launching a new tagline “Enjoy Everything”, Coke Zero
had started a new ad campaign, “And”, which follows a man throughout
his life who is never satisfied by anything until he has a Coke Zero
because of it’s great taste AND it’s zero calories.
http://www.adweek.com/news/advertising-branding/ad-day-coke-zero-134588
Pepsi Max:
Ad Spending: $3 million per 30 second spot at the Super Bowl, total of
$18 million were given to amateurs for a commercial contest.
Ad Agency: TBWA Worldwide
Copy Strategy: Last known copy strategy was for the 2011 Super Bowl,
Pepsi Max held a competition “Crash the Super Bowl” for user created
content where they played five of the best commercials, and if one of
them became the No. 1 commercial of the Super Bowl the creator won $1
million.
http://www.cbsnews.com/8301-505123_162-42747394/3m-gone-in-30-seconds-pepsi-brand-managers-talk-super-bowl-ad-strategy/
http://adage.com/article/news/diet-coke-blasts-past-pepsi/149453/
Diet Dr. Pepper:
Ad Spending: In 2010, $21.6 million, and the yahoo campaign cost
$700,000-$900,000.
Ad Agency: Deutsch, Los Angeles
Copy Strategy: Online campaign, “Hunt for the Unbelievable”, based on
the animated commercials, “I Exist”, about a Diet Dr. Pepper delivery
man who joins a support group with characters few believe to exist.
This is a hunt on yahoo.com to find these characters, which ran until
March. They have also tried branded television where the soda became
part of the plot on ABC’s Cougar Town.
http://www.nytimes.com/2011/02/07/business/media/07adnewsletter1.html?pagewanted=all
also I'm not sure if all the reviews are up for me to write something
about and I need to fix my original dr. pepper 10 info