I'm not talking about the company's effectiveness in selling sugar-water with the branding attached; I'm talking about the branding's effectiveness at being remembered. A person wants to criticize some unrelated UI design and the very first thing that comes to their mind is “lol this reminds me of The Gravitational Pull of Pepsi!!”. It will live forever.
You're assuming the goal of the marketing is merely "to be remembered". But it's not. It's to be remembered in some positive way, or at least some way that still increases sales. This campaign will live forever as a laughing stock. That wasn't its intention.
I'm not talking about the company's effectiveness in selling sugar-water with the branding attached; I'm talking about the branding's effectiveness at being remembered. A person wants to criticize some unrelated UI design and the very first thing that comes to their mind is “lol this reminds me of The Gravitational Pull of Pepsi!!”. It will live forever.
You're assuming the goal of the marketing is merely "to be remembered". But it's not. It's to be remembered in some positive way, or at least some way that still increases sales. This campaign will live forever as a laughing stock. That wasn't its intention.
Understood. But also “there’s no such thing as bad publicity.”
Scare quotes because obviously there is, but I don’t think this example crosses the line.
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