Problem:
The cola wars represent some fascinating marketing genius (and mishaps) over the years. Here is the latest attempt from Pepsi to gain market share. In an appeal to young people, Pepsi will be releasing a series of designer cans with themes such as sports, fashion, cars and music. Also featured on the cans will be Web addresses offering games, contests and sweepstakes. The campaign in global with different promotions in different countries. In the U.S.buyers can design a Pepsi billboard or a paint job for NASCAR driver Jeff Gordon. But it doesn't stop there. During the Super Bowl, viewers get a chance to win one Pepsi can, this one make of sterling silver and diamonds, rubies and sapphires and worth $100,000. The entire campaign is supported by TV, radio, print and online messaging.
What do you think of this media mix? Is this the right approach for the target audience?