Pepsi’s Counter-Intuitive Branding Strategy

Pepsi’s Counter-Intuitive Branding Strategy
Advertising
Piers Fawkes, PSFK
  • 20 february 2007

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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