Pepsi’s Counter-Intuitive Branding Strategy
The International Herald Tribune takes a look at how Pepsi is trying to connect with the Second Life generation with the use of avatar iconography:
Frank Lampard, a midfielder for Chelsea, the English soccer team, is known for his quiet persona, but when he steps onto the pitch, he sometimes undergoes a Clark Kent-style transformation into Superman. So a new Pepsi can featuring Lampard depicts him as a cartoon superhero, like an alter-ego avatar from the online virtual world Second Life.
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