Pepsi Refresh: a bottom-up marketing strategy for 2010

Geoffrey Precourt
Warc

To explain PepsiCo's marketing plans for 2010, Frank Cooper III, the company's svp/chief consumer engagement officer, stepped back to a 1999 Keanu Reeves movie.

The dramatic tension in The Matrix, Cooper told an audience at the Interactive Advertising Bureau (IAB)'s annual leadership conference, involves a simple conceit: People live in incubators. And, although nothing in their world exists, they believe that this virtual existence is the real world.

"What in the hell does all this have to do with marketing?" Cooper asked. "Over the last 75 years, a kind of virtual reality has obscured the truth that undermines the connections between people and brands. And, to some extent, we're all trapped. It all feels real. But in many cases, advertising does not serve its most basic function - to make a connection between brands and people, to add value to people's lives."


Frank Cooper III, svp/chief consumer engagement officer, Pepsico:
"In many cases, advertising does not serve its most basic function - to make a
connection between brands and people..."

(photo: Doug Goodman)