Super Bowl Commercial: Pepsi – "Refresh Anthem"
Feb 2nd, 2009 by Steve
What's the Super Bowl without commercials? And what's an update on BevReview.com without a look at the beverage-related spots broadcast during Super Bowl XLIII?
Brand: Pepsi
Title: "Refresh Anthem"
Agency: TBWA/Chiat/Day
Pepsi didn't have a good 2008. When they reported their 3rd Quarter results, there was a 9.6 percent decline in net income. While as a conglomerate PepsiCo did well internationally, the North American beverage side was in the toilet.
To respond, Pepsi launched the "Reinvent" initiative, a major repositioning of their main brands including Pepsi, Gatorade, SoBe, and Tropicana. This started is the announcement of a logo change, which met a lot of backlash across the web. Not many folks were convinced when more of the design executions were leaked, including new looks for Pepsi, Diet Pepsi, Diet Pepsi Max, Mountain Dew, Sierra Mist, and Gatorade.
But here we are with Pepsi's new focus… it should be interesting to look back in a year and see how their fortunes did. During the Super Bowl, they debuted a 60-second spot called "Refresh Anthem" featuring a tune by Bob Dylan, remixed with Will.i.am, showcasing how Pepsi has moved through the generations as always being the choice of the youthful set. It utilizes a parallel video device that shows how some things have changed, but a lot of things stay the same.
[...] Pepsi – "Refresh Anthem" [...]
[...] official press release spin on the purpose of the Throwback line: "As we revamp our brand with our 'refresh everything' campaign, we want to give a nod to the fun things of the past," said Anamaria Irazabal, director [...]
[...] press release spin on the purpose of the Throwback line: "'As we revamp our brand with our 'refresh everything' campaign, we want to give a nod to the fun things of the past… For some, it will be a trip [...]
[...] isn't marketed that way. The press release notes the following: "'As we revamp our brand with our 'refresh everything' campaign, we want to give a nod to the fun things of the past… For some, it will be a trip [...]