Autopsy ya Ad Worst in Memory Posachedwapa
Gulu la malonda la Pepsi likuyenera kupuma chizindikiro chachikulu cha mpumulo pakalipano, ndipo posachedwa United Airlines imafuna kutentha kuchoka ku malonda awo atsopano. Koma, musapusitse. Ndalama yamagetsi yokwana madola mamiliyoni ambiri omwe amapangidwa ndi timu ya Pepsi m'nyumba ya Creators League Studio. Tiyeni tiyang'ane nazo, pamene SNL ikuphatikiza tsoka lanu la PR, mumadziwa kuti mwatambasula.
Pamene malondawa adayambitsidwa pa intaneti, kumbuyo kwake kunali kofulumira komanso kuwonongeka.
Mawu akuti "mverani wogontha" amvekedwe kuzungulira fukoli, ndipo olemba ndondomeko sangathe kudikira kuti awononge onse omwe analengedwa. Zimanenedwa kuti Kendall Jenner analandira $ 4 miliyoni kuti awonekere pazolonda. Zomwe zimagwiritsidwa ntchito popanga televizioni yoterezi zimaposa malipiro awo. Kotero funso liyenera kufunsidwa ... kodi izi zinachitika bwanji? Zingakhale zotheka bwanji (kwa ambiri a ife) chidutswa chodabwitsa cha pandering, chomwe chimapangitsa kuti chikhale chochepa kwambiri komanso chikunyoza kugula zakudya, zimapanga mpweya? Tiyeni tiyang'ane.
Zimapangitsa Mzinda Kuti Ukhale Wonyansa
Choyamba, ndizosayeruzika kungowimba mlandu gulu lapamanja pa izi. Gulu lapanyumba alibe mphamvu zopanda malire ndi bungwe; zosiyana kwambiri. Nthaŵi zambiri, magulu apanyumba amakhala osavuta kugwira ntchito ndikusuntha. Anthu akhoza kuopa kulankhula chifukwa choopa kuthamangitsidwa, ndipo malingaliro a mabungwe omwe amalengeza kunja amakhala olemekezeka kwambiri kuposa omwe amagwira ntchito mnyumbamo.
Ayi, izi zikupita kupyola dipatimenti yolenga. Choyamba, pali mwachidule. Chilonda ichi sichinatuluke. Winawake, kwinakwake, anataya njira (ngati mungathe kuitcha kuti) ya Pepsi pokhala chithandizo chachikulu; mankhwala omwe angabweretse mizere yogawidwa bwino mu mtendere ndi mgwirizano. Mosakayikitsa wotchuka "Ndikufuna Kuti Ndigulitse Dziko Coke" malonda adagwiranso ntchito.
Awa anali Pepsi akuyesera kubwezeretsanso izo kwa nthawi yamakono, ndipo akulephera mochititsa chidwi. Ndipo, ndithudi, zochitika zikuchitika kuzungulira dziko lapansi, ndi chikhalidwe cha pop, zinali ndi gawo lomwe liyenera kusewera.
Koma, chifukwa cha kukangana, tiyeni tinene kuti lingaliro ili linabwera mwachindunji kuchokera kwa ogwira ntchito a Creators League Studio, popanda mwamsanga kapena kukwiyitsa. Ngati izo zinatero ^ iwo onse akuyenera kuti azikhala mofulumizitsa kwambiri ponena za mkhalidwe wamakono wa dziko, ndipo malo Pepsi ndi malonda akusewera mmenemo.
Gulu lotsogolera liyenera kuyika lingaliro ili kwa anthu ambiri. Pali mndandanda wa malamulo mu bungwe lirilonse, ndipo Pepsi ndi zosiyana. Izi ziyenera kudutsa mndandanda wa zovomerezeka, zotsatiridwa malemba, ndi misonkhano yopanga. Simumagwiritsa ntchito madola mamiliyoni ambiri pazinthu izi zazikulu popanda chizindikiro kuchokera kwa anthu apamwamba ku Pepsi. Panthawi yolemba izi (zambiri zingasinthe pa malonda mu sabata), izi ziyenera kukhala ndi mkulu wa bungwe la padziko lonse Brad Jakeman, ndi CMO Greg Lyons watsopano, amene anabweretsedwa mu February. Lankhulani za kupunthwa kuchokera pachipata.
Chilonda chotere chitha kutenga miyezi kuti chitukuke, choncho ndizotheka Lyons anayamba kupanga malonda pamene magalimoto ayamba kale.
Komabe, izo sizowonadi chifukwa. Kuyang'ana koyamba pa kulemba koyamba, zojambula, kugwiritsa ntchito Jenner, kapena kuyika njira ya Black Lives Matter yoyenera kuyenera kuyambitsa zizindikiro zazikulu zofiira poyamba. CMO iliyonse yofunika mchere wake idaimitsa izi m'njira zake. Bambo Lyons sanatero, zomwe zimayankhula momveka bwino za chiweruzo chake, kayendedwe ka kayendedwe ka Pepsi, ndi udindo wa CMO.
Zotsatirazo Zinasamaliridwa Monga Wosauka
Pambuyo pa chidziwitso, ndipo mtsinje wa vitriol wogulitsira unathira mkati, padali mwayi wina wolamulira nkhaniyo. Pepsi akanakhoza kupita ndipo anati "wow ... ife tinasowa kwathunthu chizindikiro apa. Tikupepesa kwambiri. Chilondacho chatengedwa, ndipo tikuyang'anitsitsa njira zathu zamkati kuti tiwone momwe izi zakhalira. " Koma, sizinali zomwe zinachitika. Pepsi amateteza malondawo kwa kanthaŵi, asanayambe kukopera ndikupemphera kuti azimayi ayimire.
Iwo sanatero.
Lingaliro lenileni kuti mtsikana wochuluka kwambiri, wopanda chidziwitso cha mavuto omwe ambiri a ife amakumana nawo tsiku ndi tsiku, angathe kuthetsa mavuto ndi Pepsi sichinthu chovuta. Ndipo intaneti inayankha mwachifundo. Ngakhale Bernice King, mwana wamkazi wa Martin Luther King Jr., adayenera kunena chinachake pa Twitter: "Ngati bambo akanatha kudziwa za mphamvu ya #Pepsi."
Iyi inali yopasula sitima ya Pepsi. Zomwe zinachitikazo zinali zotsatizana ndi zifukwa zingapo, kuphatikizapo magulu amaganiza, miyoyo yotetezedwa (ndi angati omwe amapita ku Pepsi akudziŵa zoyesayesa za anthu ogwira ntchito ku America?), Misonkhano yodzikondweretsa, kusowa maganizo, chikhalidwe cha chikhalidwe chomwe sichitha kuona nkhalango ya mitengo, ndi mantha. Inde, kuopa kuyankhula, chifukwa panali anthu enieni omwe anali kuyenda pamsewu omwe ankadziwa kuti izi zinali zoipa bwanji. Iwo samangoyesera kuti amuwuze Mfumuyo kuti iye sanali kuvala zovala zirizonse.
Mosakayika Pepsi adzachira (kachiwiri ... zikomo United kuchokera kwa Brad Jakeman ndi Greg Lyons), komabe izi zidzakwaniritsidwabe ngati chimodzi mwa malonda ovuta kwambiri omwe anapangidwa. PR kuchoka pa izo zinali zovuta, magawo a Pepsi anatsika mtengo, ndipo mamilioni a madola anawonongedwa.
Taganizirani kusuntha kwotsatira, kwambiri Pepsi. Dziko likuyang'ana.