Comment by jonahx
1 month ago
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.
Even if one takes it as being on that side of the fence, which I'm not sure I actually buy myself, I'm also still not convinced getting some a niche of folks aware of marketing and brand design documents to have such an association form would deserved to be called wildly successful. Usually you want a significant portion of the population to have a common association with a brand as large as Pepsi, not a small portion to have a rare association.