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Table of Contents

Introduction 3
Pepsi’s Marketing Idea 3
Why Use Celebrities? 4
Product Placement in Relation to Target Market 5
The Pepsi Marketing Idea In Relation To the Boston Consulting Group Matrix 6
Media Saturation 7
Conclusion 8
References 9
Introduction
In the article “Why fashion keeps bottling celebrity pop,” Seckler (2005) Alan Siegel, chairman and chief executive officer of Siegel & Gale states that “Marketing leverages what's going on in society — and we live in a society that is celebrity obsessed"(p.1). The Pepsi Corporation, a multi-billion dollar soft drink conglomerate, has upon discerning this societal trait, devised a marketing campaign designed to tap in to this celebrity fascination to increase exposure and profit. The purpose of this assignment was to identify a great marketing idea and comprehensively describe its marketing and this report will investigate this particular campaign and its influence on the market, in relation to the assignment topic.

Pepsi’s Marketing Idea
In 1961 Pepsi had redefined its target audience, recognising the importance of securing the younger post-war generation as consumers, with the slogan “Now It’s Pepsi, for those who think young” defining youth as a state of mind rather than actual age (Pepsi.com, 2006). Over the years, Pepsi’s campaigns continued to evolve in order to capture the post-war baby boom demographic constantly revolving advertising campaigns around the notion of youthful imagery and lifestyle (Pepsi.com 2006). Although in the 1950’s Pepsi had used Hollywood starlet Joan Crawford at the forefront of their company, it wasn’t until 1984 when Pepsi used celebrity, Michael Jackson who also appealed to their demographic, that the marketing power of a celebrity was noticed by the company. This idea proved to be extremely successful and since then, it’s no secret that Pepsi pay the ‘hottest’...