Pepsi’s attempt to create new and fresh content for this Halloween season, lead them to create an ad with a Pepsi can wearing a cap with Coke’s logo. The ad, which said, ” We wish you a scary Halloween,” was the highlight of Pepsi’s quarter. Pepsi had done an amazing job with this diss on their biggest rival, Pepsi, until Coke sent back their own diss.
Using the same image, Coke changed Pepsi’s written section, to now read, “Everyone wants to be a hero!” In that one statement Pepsi went from creating a great ad to jab at Coke, to be the butt end of their own joke. Coke’s team effectively and quickly turned the whole conversation from pro-Pepsi, to pro-Coke. This ad lit up Twitter, with people posting their own disses against Pepsi, organically growing the pro Coke sentiment.
When the Pepsi team decided to poke fun at Coke, they should’ve chosen a closed ended joke. Had they made Coke a scary Halloween costume, instead of a just a cap, Coke wouldn’t have been able to respond as well. They could’ve kept the cap idea, if they had added fangs, to give a Dracula theme, with a one liner like, “Don’t get drained this Halloween.”
A better Coke rebuttal could’ve been, “Don’t get tricked this Halloween, there is only one original treat.”
Either way, it is clear that marketing has come along way since radio and TV ads. With companies fighting for consumer attention, we will be seeing more and more of these ads in the future. They are a great way for companies to get interactive with the consumer, by joining them on the platforms they visit. It will be interesting to see how Millennials will transform large, old companies in the future.