Tantillo’s Branding Bite: Pepsi Goes Online (Exclusively)
You might have seen a new drink called Tava popping up as you traveled the web and wondered what the hell is this? Well, Tava’s a new drink from Pepsi. Turns out that Pepsi is promoting it EXCLUSIVELY on the web (see Stuart Elliott’s take in the NY Times here). We’ll see how that goes (here’s the Tava site) …
After all, marketing is the new advertising … Gone are the days of using one medium or tactic to reach your consumers (and that includes one-trick pony reliance on the web)! Building a brand –especially loyalty to a drink— is ultimately about getting people to love the actual drink (not just its “lifestyle” or “personality”) –I wonder what John Sculley thinks! Still, Pepsi’s decision definitely says something about how traditional ways of reaching consumers are undergoing a big shakeup!!!
And, as you know, Coke Zero is getting into the Internet blogging act. This past week, they announced the winners of their NCAA blogging contests, where the promotion’s Final Four winners will be blogging about the NCAA and hopefully Coke Zero.
Imagine, two of the biggest marketing oriented companies keeping marketing in mind. I guess it’s the real thing!