Word: britneyness
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...Shaq spot is part of a boom in time-travel ads: luxury-car maker Mercedes-Benz has an ad with a cruising SL500, showing the evolution of the SL class through the decades; Pepsi also unveiled a similar Britney Spears ad during the Super Bowl. Ad experts say consumers like the idea of products that weather the times--it's the exception to the advertising rule that associates old with bad. In the post-9/11 era, that sentiment is growing stronger. "You're buying the same thing that someone bought in the '50s and '60s," says Breck Eisner...
Such ads have the ability to reach out to several generations. How do you appeal to kids who love teen pop as well as to adults who can't stand it? You show Britney in the '60s and the '00s and give the generations something to bond over. Says Jeff Mordos, who oversees the Pepsi account at BBDO New York: "The relationship [between] parents and kids today is much closer to friend-to-friend than in the past." And who wouldn't want a friend like Britney? --By Roy B. White
...line underscores a problem: Coke hasn't had a catchy verse to crow about in years, and although it spent nearly $2 billion last year advertising its various brands around the globe, Coke saw its share of the critical U.S. cola market decline. Meanwhile, PepsiCo is riding a sizzling Britney Spears?led ad campaign to a bigger share, and has launched an audacious assault on Coke's long-held sponsorships. The cola fight is heating up, and Pepsi is landing most of the punches...
...long malaise, and Pepsi rates a strong buy from twice as many analysts. The news is no better for Coke among advertising experts. "There's nothing great going on over there," says marketing consultant Al Ries in Atlanta. He gives Pepsi far better marks for "effectively using visuals like Britney Spears to reinforce Pepsi's image that it is for the young generation." And for companies that sell very similar sugar water, image is everything...
...Britney Spears was that person. The coincidence of her status and Timberlake’s affections for her was every publicist’s dream match: Pop’s royal couple. The background story—their years shared on the set of the Mickey Mouse Club—seemed almost too perfect to be true, and the fans and the media were understandably skeptical. The relationship was often labeled one of the most insulting phrases that can be hurled at public figures: “a publicity stunt...