Obama Pepsi. Un nuevo cobranding??/ A new cobranding??

La verdad, no entiendo que hay detrás de esta campaña, pero suena realmente loco (al menos para mi que no soy norteamericano) ver avisos de una súper marca celebrando la asunción de su nuevo presidente. Ya en agosto de 2008 James Ledbetter predecía "Obama: el candidato de Pepsi" en la revista Slate donde detalla el fuerte apoyo que Indra Nooyi, la CEO de Pepsi viene dándole desde entonces .

Pero desde la marca, cuál puede ser el beneficio de hacer co-branding con un político?. Por qué usar los mismos recursos que la campaña de Obama? Pepsi querrá secuestrar los atributos de Obama o creen en la coincidencia?

El tiempo lo juzga todo, no? Suena raro...

Actualización: Obama arrastra a las marcas a la Casa Blanca

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I don't understand what's behind this campaign, but it sounds really weird (at least for me 'cause I'm not from the USA) to see ads from a super brand celebrating for the new president. In last August, James Ledbetter wrote a good article for the Slate Magazine called " Obama: the Pepsi candidate", where he gives details about the strong support given by its CEO Indra Nooyi.

But going back to the brand issue: What could be the benefit to co-brand with a politician? Why using the same resources as the Obama campaign? Do Pepsi want to kidnap Obama's attributes or they see a coincidence?

The time should be its judge, isn't it? It sounds strange...

Update: Like Obama, Companies Sell Own Brand Of Change

Comments

written on 22-Jan-2009
Lupa says:
están buenas... pero un poquito too much, no?
written on 22-Jan-2009
photosynthesis1907 says:
It's completely strange and brings out the worst in western, capitalist "branding." I say this with respect and collegiality for my online friends who make their profession in advertising and branding. I do not indict the entire industry. What, Pepsi can co-opt and take some advantage of a political campaign and the personal and political qualities of a popular politician. It reminds me of a TV show I saw where a teacher was criticizing a student because he thought he was wearing a Che Guevara t-shirt and making a political statement, when it was Bob Marley, who makes a different political statement. So, by drinking Pepsi, "Yes, you can???" Can what - overdose on sugar or caffeine. Pepsi can bring people together. I wonder how many people watch that commercial thinking it's the Obama campaign logo until the end when they realize it's Pepsi!! Sorry I'm a cynical former journalist, but I can just see them high-fiving it on Madison Avenue or wherever this campaign was dreamed up... "... look how great it is that the Pepsi logo is so similar (kind of, sort of) to the Obama logo! We don't have to think or do anything... just put up the logo! People will naturally assume that our soda drink stands for all the same things!"

geez.
written on 22-Jan-2009
julio.ferro says:
Agree and great comment, Mark! See? I want more comments like this!
written on 22-Jan-2009
photosynthesis1907 says:
that's great Julio Like Michael Jackson did back in the 80's, seems like Obama is just the kind of guy who is ready to cash in big time and sign a big fat endorsement deal with Pepsi. Remember when the American football player "Mean Joe Green" had us all weeping because the kid in the locker room got a Pepsi and a smile from Mean Joe. And now the big banks and investment firms are cranking out ads as fast as they can about how they'll "be there for us" through these difficult times. Alright, I'll stop now.

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que bueno Julio Al igual que Michael Jackson en los años 80, parece que Obama es sólo la clase de tipo que está dispuesto a dinero en efectivo en gran tiempo y un gran signo de grasa respaldo frente a Pepsi. Recuerdo cuando el jugador de fútbol americano "media Joe Green" todos nosotros ha debido a que el niño llorando en el vestuario tiene una Pepsi y una media sonrisa de Joe. Y ahora los grandes bancos y empresas de inversión son los anuncios de arranque tan rápido como puedan acerca de cómo se va a "estar allí para nosotros" en estos tiempos difíciles. Bien, voy a parar ahora.
written on 22-Jan-2009
julio.ferro says:
Ha! Do you know what? Here in Argentina there were a popular commercial from the '80s starred by Diego Maradona (the socer superstar of those days) with the same idea. I think it was an international pattern from Coca-Cola. In those years Maradona was a kind of Midas: everything he touched was gold...
written on 22-Jan-2009
stae73 [http://www.flickr.com/seriousstae73] says:
estos yankis como siempre dando la nota jajajjaja
written on 23-Jan-2009
Lupa says:
ni loca cambio una coca por una camiseta traspirada!!! puajjj... bueno, salvo que fuera de brad pitt ;-)
jajaja!!!

Mark: really great comment!
written on 10-Feb-2009
russell.volckmann says:
Truly frightening, cheesy, and difficult to believe all at the same time. Is this for real? I'll keep my eyes peeled for these "ads" (brand extensions?) in San Francisco. The Pepsi brand is like ex-president G.W. Bush. Always about two years behind not getting it at all.

I just found this on YouTube. Yuck!
written on 21-Feb-2009
russell.volckmann [http://www.webjam.com/brandintegrity] says:
Not tryng to beat a dead hore here but... Hey...
written on 21-Feb-2009
Lupa says:
I still prefer Coke... look!!!
http://hmagazine.nireblog.com/cat/manolo-blahnik
http://bellezayestilo.blogspot.com/2009/02/co ... 60000

preeettyyyy!!!

happy weekend!!
written on 21-Feb-2009
russell.volckmann says:
Nice Lupa!... love it... and yep... I like Coke better anyway!
Huge happy weekend back to you too
written on 22-Feb-2009
chickerino says:
@photosynthesis1907 - LOL at the teacher who though bob marley was che. that sounds priceless!!!
@julio - how could maradona down a whole coke without doing a MASSIVE burp afterwards!!! He must have been busting for one after that!

On a more serious note, if Obama *did* sign a big deal with Coca-Cola to raise cash which enabled him to eventually win the presidency then all power to him! You gotta play dirty to win it these days ... unfortunately.

Re: the actual Coca-Cola ad, I think they overdid it somewhat. The 'hope' ad was kinda clever - despite the fact that Coca-Cola are clearly evil in stealing in on Obama's success - the rest of the ad (LOL, POP POP POP blah blah) really begins to drag.

HAHAHAAAA, now I've just noticed that I've been talking about Coca-Cola all this time rather than Pepsi. I would edit the post but then that would almost ruin the over-riding point - which is: Coca-Cola's brand is far stronger than Pepsi's.

/ramble
written on 25-Mar-2009
Lupa says:
me llegó esto y me acordé del posteo!
http://www.alimentacion.enfasis.com/notas/123 ... cola-

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