Word: toppings
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...talk about the ads at the watercooler. "If you show up with something serious like [Pepsi Refresh], you're going to get ignored," says Clow, who also masterminded Apple's legendary "1984" Super Bowl ad. "If you're going to be there, you have to do something over the top." Some serious spots, like the anti-abortion ad from Focus on the Family, in which the mother of Florida quarterback Tim Tebow explains how she ignored doctor's orders to terminate her pregnancy with her star son, could fit because they stir controversy. There's nothing controversial about building rural...
...exactly where Pepsi needs to be," says Sophie Ann Terrisse, founder and CEO of STC Associates, a brand-consulting firm. "These days, brands need to become a movement instead of just relying on good reviews for their Super Bowl commercials." But why not hit customers from both the top down and the bottom up? Pepsi executives are quick to point out that there will be traditional television advertising for Pepsi Refresh, just not during the Super Bowl. If you're going to launch a charitable initiative that can build goodwill toward your brand, however, isn't 100 million captive viewers...
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...with cancer before the prostate-specific antigen (PSA) test became available in the 1980s. PSA screening allows doctors to pick up tumors at earlier stages, which makes treatment potentially more effective, less invasive and possibly less disfiguring - and makes a diagnosis of prostate cancer far less menacing. (See the top 10 medical breakthroughs...