Kevin Dugan has an interesting thought piece in his Strategic Public Relations blog on the news that Coke and Pepsi are creating physical brand spaces in malls. The Pepsi-themed mall lounges will allow kids to “play Xbox video games, watch videos, hang out and, of course, buy Pepsi products from vending machines.” Kevin says:

“Pepsi and Coke spend billions on advertising each year. Why on earth would they need a branded space in a mall? Coke and Pepsi know that advertising can only do so much. You need to connect with your audience, engage them.”

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