Autopsy yeAkanakidza Ad in Recent Memory
Tende rePepsi rinotengesa rinofanira kunge richifema chiratidzo chikuru chekuzorodzwa iye zvino, nevekupedzisira United United Airlines debacle inotora kupisa kure newavo yechangopfuura. Asi, usakanganise. Dhiyabhorosi yemadhora eTV yakabudiswa nePepsi's in-team team Creators League Studio. Ngatitarisei, apo SNL inosangana nenjodzi yenyu yeP, munoziva kuti iwe wakaneta.
Apo chikwata chacho chakatangwa paIndaneti, kubhururuka kwacho kwakakurumidza uye kunoparadza.
Mutsara wokuti "kutaura matsi" kunogona kunzwika munyika yose, uye vatauriri vaisagona kumirira kuparadza vose avo vanobatanidzwa mukusikwa kwayo. Zvinonzi Kendall Jenner akagamuchira $ 4 mamiriyoni kuti aonekwe muchirongwa. Iko chaiyo mari yekuita chikamu chakadai cheterevhizheni chinopfuura kudha mari iyo. Saka mubvunzo unobvunzwa ... izvi zvakaitika sei? Izvozvo zvingave zvakajeka sei (kune vazhinji vedu) chikamu chepandering chinonyangadza, icho chinotadzisa zvakawanda uye chichirumbidza kubhadhara, chinozviita kumhepo? Ngatitarisei.
Inotora Musha Kuti Uite Zvinonyangadza
Kutanga, hazvina kukodzera kupa mhosva avo vari mukati-veboka nekuda kweizvi. Imwe yemauto-yeimba haina simba risingagumi nekambani; zvakanyanya kupesana. Mune zviitiko zvakawanda, mumasangano mapoka zviri nyore kwazvo kushandisa nekusvetedza. Vanhu vanogona kutya kutaura vachitya kukudzingwa, uye maonero emasangano ekunze anowanzova mazhinji-anoremekedzwa kupfuura avo vanoshanda muchivako.
Aiwa, izvi zvinopfuura mberi kwekuita dhipatimendi. Chokutanga, pane pfupi. Ichi chiziviso hachina kubva kunze. Mumwe munhu, pane imwe nzvimbo, akadzinga nzira (kana iwe uchigona kudana iyo iyo) yePepsi kuva chibatanidzwa chikuru; chigadzirwa chinogona kuunza miganhu yakawanda yakaparadzana pamwe murugare nekubatana. Pasina mubvunzo iyo yakakurumbira "Ndinoda Kutenga Nyika Yose Coke" chiziviso chakatanga kutamba, zvakare.
Uyu waiva Pepsi achiedza kubatanidzwa zvakare kune nguva yemazuva ano, uye kutadza kushamisika. Uye, zvechokwadi, zviitiko zvinenge zvichiitika pasi rose, uye pop tsika, zvaive nechinzvimbo chokutamba.
Asi, nokuda kwekukakavadzana, ngatitii pfungwa iyi yakabva zvakananga kubva kuvashandi veW Creators League Studio, pasina kukurumidza kana kutsamwisa. Kana yakaita ... ivo vose vanoda kuva nekumhanya kwakasimba-pamusoro pemamiriro ezvinhu epasi pose, uye nzvimbo Pepsi nekushambadzira kuri kutamba mairi.
Dare rinotarisirwa rinofanira kuisa pfungwa iyi kuvanhu vakawanda. Pane chine chekuita mune imwe sangano, uye Pepsi haisi iyo. Izvi zvingazofanira kutenderera kumativi ose ekubvumira, script revisions, nekugadzira misangano. Iwe hausi kupedza mamiriyoni emadhora pane chimwe chinhu ichi chikuru kunze kwekuregwa kwevamwe vanhu vakakwirira paPepsi. Panguva yekunyora izvi (zvakawanda zvinogona kuchinja mukushambadzira muvhiki), izvo zvinoda kuisa pachena mutungamiri wenyika yose Brad Jakeman, uye mwedzi mutsva CMO Greg Lyons, uyo akaiswa mubhokisi muna February. Taura nezvekugumburwa kubva pagedhi.
Chirongwa chakadai chinogona kutora mwedzi kuti iwedze, saka zviri nyore kuti Lyons apinde pakugadzirwa kwechikwata apo magare akanga atofamba.
Zvisinei, izvi hazvirevi chikonzero. Chimwe chekutarisa kwekutanga kunyora, mapepa emifananidzo, kushandiswa kweJenner, kana kuiswa kweBlack Lives Matter mararamiro ekupikisa kunofanira kunge kwakakonzera mirefu makuru matsvuku pakutanga. Chero CMO yakakosha iyo munyu wake ingadai yakamisa izvi mumakwara ayo. Mutungamiri Lyons haana, iyo inotaura zvakawanda pamusoro pekutonga kwake, sarudzo yePepsi, uye basa re CMO.
Mamiriro Okupedzisira Aibatanidzwa Sezvakashata
Mushure mokunge chiziviso chichienderera mberi, uye rukova rwevhizimusi vhidhiyo rakaputirwa mukati, pane imwezve mukana wekutonga nhoroondo. Pepsi angadai akamira uye akati "wow ... isu takashaya zvachose chiratidzo pano. Tine urombo zvikuru. Chirevo chacho chave chakatorwa, uye isu tiri kutarisa mukati medu maitiro ekuona kuti izvi zvakaitika sei. " Asi, hazvisizvo zvakaitika zvachose. Pepsi akadzivirira mutambo kwechinguva, asati atora zvinyararire uye kunyengetera zvipfeko zvingamira.
Havana.
Icho chaicho chirevo chokuti mukadzi wechidiki-akapfuma, asina ruzivo pamusoro pematambudziko akawanda edu anosangana zuva nezuva, anogona kugadzirisa zvinetso nePepsi haisingambofungi. Uye Indaneti yakapindura nemutsa. Kunyange Bernice King, mwanasikana waMartin Luther King Jr., aifanira kutaura chimwe chinhu pa Twitter: "Dai Baba chete vaizoziva nezve simba re #Pepsi."
Ichi chaiva chekutya kwechitima chePepsi. Zvakaitika zvakaderera kune zvimwe zvikonzero, kusanganisira boka rekufunga, hupenyu hwakachengeteka (vangani pamusoro pekutonga paPepsi kuziva nezvekurwa kwekushanda-vanhu vekuAmerica?), Kuzvifadza-misangano, kusava nemafungiro, unhu hwekambani husingaoni dondo remiti, uye kutya. Hungu, kutya kutya kutaura, nokuti paiva nevanhu chaivo vari munzira iyo yaiziva kuti yakaipa sei ichi. Havana kungotya kuudza Emperori kuti akanga asina kupfeka zvipfeko.
Hapana mubvunzo kuti Pepsi achadzoka (zvakare ... thank you United kubva kuna Brad Jakeman naGreg Lyons), asi icharamba ichienda seimwe yezvakaipisisa zviitiko zvakamboitwa. IPR kubva kwayo yaiva inotyisa, Pepsi mashizha akadonha muhusha, uye mamiriyoni emadhora akaparara.
Funga nezvekufamba kwako kwakatevera zvikuru, kunyatsoongorora Pepsi. Nyika iri kutarisa.