A New Approach to Marketing
Pepsi’s latest ad featuring Formula 1 racer Max Verstappen has been making waves in the advertising world. But not for the reasons you might expect. The ad, which shows Verstappen’s celebratory “Stiiiiing” moment after winning a race, has sparked a cultural phenomenon and become a viral meme. But what does this have to do with marketing?
As reported by afaqs, PepsiCo’s Executive Director of Marketing, Tarun Bhagat, explains that the ad was not just about promoting the Pepsi brand, but about tapping into cultural relevance. He states, “The goal was to create content that resonates with culture, and not just to create content for the sake of it.”
Branding Takes a Backseat
In a world where branding has always been at the forefront of marketing strategies, Pepsi’s move to prioritize cultural relevance over branding is a bold and unconventional move. But it’s one that has paid off. By creating an ad that became a viral meme, Pepsi has successfully tapped into the cultural conversation and gained widespread attention without relying solely on their brand name.
According to a Forbes article on the campaign, this approach is in line with the evolving trends of marketing, where brands are shifting their focus from traditional advertising to creating culturally relevant content.
Creatore’s Take
The success of Pepsi’s ‘Stiiiiing’ campaign serves as a valuable lesson for businesses and marketers in India. In a country with a diverse and ever-changing culture, it’s important for brands to stay relevant and connected with their audience. This means shifting the focus from just promoting a brand to creating content that resonates with culture and sparks conversations.
At Creatore, we understand the importance of cultural relevance in branding and marketing. As a premium Indian branding agency, we believe in creating campaigns that not only promote a brand but also tap into the cultural conversation. Our expertise in digital marketing, website development, and social media management allows us to help businesses stay connected with their audience and stay ahead of the game.
In the fast-paced world of marketing, it’s important to keep up with the latest trends and adapt to the changing landscape. With culture becoming a key driving force in campaigns, businesses and marketers must keep this in mind and aim to create content that resonates with their audience. So, don’t just focus on branding, focus on culture too.