Cola Wars Now Involve Full-Calorie ‘Blue Can’ Brand as It Looks to ‘Own the Summer.
In the “Summer Time” spot, which was created by Omnicom Group’s TBWA/Chiat/Day and broke last night on ABC’s “The Bachelorette,” Santa parties on the beach to the 1990s hit “This Is How We Do It.” When he goes to get a soda, the bartender serves up a Coke, but Santa turns it down and asks for a Pepsi. “Pepsi? But Mr. Claus, I thought you had a deal with … you know,” the bartender says. Santa replies, “I’m on vacation; I wanna have a little fun.” A second spot is also on tap from TBWA. The campaign also includes radio, out-of-home and digital buys, as well as social-media elements. Today, for example, the “Naughty Elf” from Pepsi’s TV spot will take over the brand’s Twitter handle. And a Foursquare partnership will see consumers checking into hot summer locations, such as beaches.
“We want for Pepsi to own the summer,” said Mr. d’Amore. “It’s a time when people want to have fun, go on vacation. … The entire blue system, whether the bottlers or ourselves, is committed to really owning the summer.”