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Consumer Behaviour - Team 7

The document discusses advertising strategies for Pepsi Brisk after the Super Bowl. It considers whether to continue TV advertising or pursue viral online advertising. Four proposed advertising concepts are described - "That's Brisk, Baby" featuring celebrities; "Brisk Brothers" with humor and interactivity; "Creative Characters"; and "Now That's Brisk" with storytelling and engaging characters. Pros and cons of TV versus online advertising are also summarized.

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Akansha Gupta
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31 views11 pages

Consumer Behaviour - Team 7

The document discusses advertising strategies for Pepsi Brisk after the Super Bowl. It considers whether to continue TV advertising or pursue viral online advertising. Four proposed advertising concepts are described - "That's Brisk, Baby" featuring celebrities; "Brisk Brothers" with humor and interactivity; "Creative Characters"; and "Now That's Brisk" with storytelling and engaging characters. Pros and cons of TV versus online advertising are also summarized.

Uploaded by

Akansha Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer
Behaviour
Group 7
Pepsi Brisk Case
Problem Statement:
How to continue advertising momentum after Super Bowl Ad-
TV or Viral Advertising?

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Message

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Proposed Concepts
That’s Brisk , Baby Brisk Brothers Creative Characters Now that’s Brisk

Entertainment- Yes No Yes Yes


“Cultural Relevance”/
Celebrity
endorsement

Humor Yes Yes Yes Yes

Interactivity No Yes No Yes

Authenticity/ Yes No No No
OG

Our Choice
Lacks push factor

Consumer Behaviour – Team 7


Now That’s Brisk V/S That’s Brisk, Baby
Pros Pros

1. Story telling would be an integral part of 1. Revival of the old idea with a coloured
the campaign and engagement will be better.
2. The expression of humour is much more version of the Ad.
easier. 2. The message would be told via a short clip by
3. Include characters of movies like the expression the feeling of, “energetic”.
hangover etc. to connect with the millennials. 3. The catch factor would be show of celebrities.
4. Make the campaign more interactive on 4. Humour factor involved because of the clay-
websites by puppet creating contests. based characters
5. The product was now the hero, thereby 5. Interaction via such a campaign, still a doubt.
reviving the creative mojo of the character.
6. In conclusion push factor was much more.
That’s Brisk, Baby

Now That’s Brisk


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Media

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TV Online
Pros High Quantity- Traditional method Targeted to young millennial males & Hispanics
Easy to measure- TRPs Ads shared by acquaintances can provide greater
It’s a large and broad audience High Level of Consumer Engagement & Word of mouth

31% of average consumer time is spent on TV Cost effective


Advantage of unpaid exposure
Direct 1 to 1 communication with consumers
Customers spend time on a brand/product after viewing
online ad: exhibit 9
Interactive features like gamification
Cons Not Cost Effective Difficult to measure
Level of engagement- low (skipping of ads) Hard to predict elements needed to make an Ad viral.
No interactive feature Can Have low success rate-risky
Cannot target a specific audience
Censorship issues
Multi tasking during TV ads
7
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Measurement

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Thank You!

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