TITLE

Pepsi has `Joy' but no strategy; Lite has `Taste' but little charm

AUTHOR(S)
Garfield, Bob
PUB. DATE
March 1999
SOURCE
Advertising Age;3/8/1999, Vol. 70 Issue 10, p59
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article describes two television advertising campaigns for Pepsi-Cola Co.'s created by BBDO Worldwide and Miller Brewing Co.'s created by Fallon McElligott. The best thing about the restaged Pepsi brand is the jingle. Apart from asserting that cola is joyful, it has nothing to say about Pepsi itself. The campaigns involving athletes do not work. Only one captures the humor and charm of the Backer & Spielvogel work. It features retired baseball pitchers Lee Smith and Mitch Williams in a bar playing darts.
ACCESSION #
1644613

 

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