Word: pepsis
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Research from fMRIs and other machines bears all this out. Gerald Zaltman, a professor at Harvard University, says 95% of consumer decision making occurs subconsciously. Read Montague, a professor at the Baylor College of Medicine, gave subjects the "Pepsi Challenge" in an fMRI scanner. Result: people found Pepsi more pleasing to the palate--their reward center lit up--but Coke's branding hit literally at the core of their sense of self, a much stronger bond. This affirms what we all suspected: brands are so powerful that we are sometimes more likely to buy something we identify with than something...
...light of a stunning showing by Janet Jackson (and the local football team) at the Super Bowl last weekend, it’s unsurprising that little mention has been made of a short Pepsi spot that aired during the second quarter. Still, Pepsi paid something on the order of $2 million for the 30-second slot, so it deserves some of our attention. In question is an ad featuring five or six of the teenagers who were sued by the recording industry for illegally sharing copyrighted music files on the internet and who settled out of court. To the tune...
...When Pepsi and Apple announced their plan for the joint campaign last October, as the iTunes software first became available to Windows users, it seemed a particularly bold and risky venture: Pepsi is placing 100 million of the free songs under its bottle caps, and yet Apple had only sold a small fraction of that number to its devoted Mac user base. At that time, the software’s profitability when it reached a larger and more competitive market was very much uncertain. As of early this year, while it’s still difficult to tell, the numbers...
...compounded in a powerful December ruling against the recording industry by the U.S. Court of Appeals in the District of Columbia: The court asserted that Verizon, an internet service provider, could not be compelled by subpoena to release the names of users suspected of illegally downloading music. Apple and Pepsi will make a winning team because they circumvent these difficulties, instead attacking illicit file-sharing by offering legal music downloads to consumers at low cost, thus dissuading them from breaking...
...That's why the key moment in the Super Bowl telecast wasn't Janet Jackson's boob boo-boo. It was a commercial for Pepsi-Cola called Crossroads. In the spot it was 1953, and a young Jimi Hendrix was trying to choose between Coke and Pepsi-and, simultaneously, between an accordion and a guitar. You know which drink he picked, and you know which instrument he picked up. If you've got modern blood in your veins-and if, like me, you can remember as if it were yesterday the first time you heard the thrilling six notes that...