From time to time, global companies issue a call asking to help refresh brands’ portfolios, services or develop new advertising pieces. What is it—an attempt to engage ambitious people and raise brand awareness or a move proceeding from lack of new ideas within the company’s creative team?
PepsiCo
Pepsi is celebrating up-and-coming artists by launching a new system that rates their popularity based on social media buzz around them. The iconic soda brand launched The Pepsi Music Index, a live ranking engine which analyses people’s real-time opinions on the performers and presents ‘the feedback’ in a clear ranking. The new system is very similar to the MTV Music Meter launched in mid-December 2010, which also builds a chart of the most popular emerging performers based on real-time discussions about them in the digital world.
PepsiCo announced a partnership with the Downtown DC Business Improvement District (BID) and the District Department of Public Works (DPW) that will make Washington, D.C. the U.S. first city to partner with the Dream Machine recycling initiative. A total of 363 recycling bins will be placed throughout the Downtown DC BID area, offering a convenient and rewarding recycling option for people while they are on-the-go and advancing the BID’s Greening Downtown DC initiative.
Britvic Soft Drinks has expanded its portfolio by introducing PepsiCo’s SoBe Pure Rush energy drink to the UK market. SoBe Pure Rush has been redesigned by independent integrated design and branding agency Blue Marlin for its UK launch. SoBe stands for South Beach, but it would be easy to assume it meant “so beautiful” thanks to its stunning new packaging.