Wednesday, November 14, 2012

Pepsi: A do-good-brand

The Inspiration Room presented today this interesting project. I love when companies are starting to do good. Sure, it´s to earn money in the end, but as long as they are actually doing good, I can´t see a problem with that. When states are overspending and causing nations to fall, it highlights the importance of having your finances in order. When you do, you have room to help. Just as you need to love yourself before you can love someone else, capitalistic values lead the way to altruism and generosity. 
"Pepsi‘s partnership with the My Shelter Foundation Liter of Light project in the Philippines has won Gold for “The New” at the London International Awards. The Isang Litrong Liwanag (A Liter of Light) project, based on research by students from the Massachusetts Institute of Technology (MIT), involved installing solar bottle lights to provide a unique daytime lighting solution for urban poor communities living in homes without natural light sources. Pepsi sponsorship involved the installation of used plastic Pepsi bottles on roofs to refract sunlight into 55W of light. This cuts down electric bills and helps reduce carbon emission. The brand has installed over 20,000 lights through the combination of volunteer action, online donation and direct sponsorship.
To spread the project, Pepsi helped establish a center to train volunteers and educated companies, schools and people on how to create and install lights. A model community, wherein every home is lit by at least 2 bottle bulbs, was established to help take the model across the global Pepsi system.
The project was covered by TedX, BBC and NHK. It received ‘Best of the Best’ at the 2012 Global Pepsi Performance with Purpose Awards and was specially commended at the 2011 World Climate Conference.
See more on the Liter of Light project at and the Liter of Light Facebook page.


The Pepsi Bottle Light project was developed at BBDO Guerrero, Makati City, by chief creative officer/executive creative director and copywriter David Guerrero, group creative director/art director Dale Lopez, copywriters Rachel Teotico and Raymund Sison, art directors Dennis Nierra, Tim Villela and Ley Mababangloob, agency producers Jing Abellera and Ino Magno, account directors Carmella Q. Montilla, Fran Gonzalez, Dalla Sucgang and Denise Gamo, working with Pepsico International brand manager Michael Eric Rosales and marketing director Steve Romasanta, and My Shelter Foundation founder Illac Diaz. The production team included creative technologists Marissa Manaloto and Xerg Aguilar, social media strategist Roshan Nandwani, programmer Dennis Billano, production manager Al Salvador, graphic designer Manny Vailoces, photographers Karel Sevilla, Leo Dino, Joy Aquino and Aids Tecson, technical developer Chico Jabines and editor Ed Santos."

Wednesday, November 7, 2012

Coke keeps celebrating happiness - now on an Instagram look-alike

Psfk reports today about Coca-Cola´s new photo site, filled with pictures of Happiness.

It´s so simple but yet so clever how Coke keeps repeating its love for "happiness" and sticks to the value, the message, the theme. It makes all communication attempts line up nicely and strong. In the eyes of people its clear and consistent, making people trust the brand. Repetition is the key, and even if a marketer gets bored of a certain message or way of doing things, it´s important to understand that the consumer meets a LOT of messages and brands every minute, and will need some time to pick up your marketing idea. Dare to stay focused, dare to keep still.

Coca-Cola is planning to launch a new photo-sharing service called ‘Happy Places‘, and has released a free iPhone app that shows what it will be like. The app, which looks similar to Instagram, lets users take photos and share them with their social networks. It focuses on what makes people happy, letting them search by relevant hashtags such as #music, #beautiful, and #joy.
Coca-Cola Launches Instagram Competitor
Your day, your friends, your trips, your music… your life is full of happy moments worth storing and sharing. Happy Places by Coca-Cola is that place where you can upload photos of your happy moments, share them, and remember them any time you want. Take a picture or pick one from your albums, add it to your profile, and share that moment of happiness with your followers in Happy Places, or your friends in Facebook or Twitter.
Popsop reports that the app lets Coca-Cola fans create a profile, browse photos, and get notifications on new photos added in their interests. Users can also create their happy moments offline and then upload them when they have a wi-fi or 3G connection.