Filed under: Advertising, America, Attitude & Aptitude, Brand Suicide, Comment, Communication Strategy, Corona Virus, Crap Marketing Ideas From History!, Culture, Management, Marketing, Marketing Fail, Pepsi, Walmart
Covid.
A virus that has – at time of writing – affected 7 million people worldwide and killed 220,000 in the US and 43,000 in the UK.
Given brands pathological fear of being associated with anything negative, this blows my mind.
Now, I must admit I don’t know if this is real.
It looks it, but who knows.
However, assuming it is, there are so many questions that need to be asked.
First is ‘what the hell are they thinking’?
Seriously, what’s going on?
Did Walmart offer the tie-in with Pepsi?
Did Pepsi ask Walmart to sponsor the signs?
Is the COVID-19 testing centre anything to do with either of them?
Could anyone please explain the rationale for doing this?
Now … I’ve been in this industry long enough to know that if it is indeed true, some of the justifications will likely read as follows:
1. We’re providing hope and happiness to people at a worrying time in their life.
2. We’re removing the stigma of COVID by embracing it with positivity.
3. We’re about American families and nothing is more American than Walmart and Pepsi.
[Please note, I haven’t even considered that Pepsi or Walmart deny the existence of COVID]
And while I accept this tie-in may say more about the people who enjoy those brands than the brands themselves, it still seems shockingly bad taste to try and make it sound like a family event when over 200,000 people have died from it.
But then, as we have seen from the past, Pepsi’s have a lack of judgement in terms of what is good for their brand.
No doubt we can expect a Pepsi/Walmart tie in at cemeteries in the near future … justified by targeting ‘a captive audience’.
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In America, making money trumps all moral high ground.
Comment by George November 13, 2020 @ 7:36 amMoney. Ratings. Celebrity. The 3 currencies of the American economy.
Comment by Pete November 13, 2020 @ 7:42 amAnything else are commies selling socialism.
Comment by Billy Whizz November 13, 2020 @ 8:15 amUSA. USA. USA. USA. USA. USA. USA. USA. USA.
I wish you were joking Billy, but you speak for 50% of the population.
Comment by George November 13, 2020 @ 8:20 amJust about sums it up.
It also justifies any behaviour or action.
It’s left millions feeling discarded, helpless and alone.
Meritology. Where it’s flaw is believing everyone starts off equal.
Comment by Rob November 13, 2020 @ 8:26 amYou just revealed the flaw that divides and undermines America in a single comment.
Comment by George November 13, 2020 @ 8:32 amThat sort of talk will see you arrested George.
Comment by Bazza November 13, 2020 @ 9:07 amBoth brands would sell their families for the sake of an extra sale. Funny how both use marketing that positions them as their audiences best friend. Like Trump positioned himself as the President of the people. Some fall for it, others see it for what it is, a con.
Comment by Pete November 13, 2020 @ 7:43 amThe pandemic of a generation.
Comment by Billy Whizz November 13, 2020 @ 8:13 amVery good.
Comment by George November 13, 2020 @ 8:20 amI can’t wait to see the inhouse ad they produce.
Comment by Bazza November 13, 2020 @ 9:07 am“This was an unfortunate mistake by one of our local sales associates that in trying to move with speed to get this important testing message up did not follow proper approval protocols,” PepsiCo said in a statement.
May 2020.
Comment by Jjohn November 13, 2020 @ 9:41 amHahahahaha … well I’m glad it was real. As I said in the post, I wasn’t sure.
Isn’t it funny how they always realise this after the event. I’m all for apologising, but sometimes they have to realise it shows there is something wrong with the culture inside the organisation to have allowed it to go this far.
Like the Mondelex ‘humaning’ rubbish. I very much doubt everyone in that company loves it. But that it was allowed to go out says more about how the company operates than what the company really believes.
Lastly, should I call you Jjohn from now on?
Comment by Rob November 13, 2020 @ 11:20 amYou can never be sure with such a contemporary post.
Comment by Jjohn November 13, 2020 @ 12:21 pmDid Walmart apologize? They seem just as bad.
Comment by DH November 13, 2020 @ 2:51 pmThey have a lot to apologise for. I’m sure I showed this at a cynic cinema night, but if not – and if people want to get angry at how a company that claims to care about the community destroys the community – watch this.
[youtube=https://www.youtube.com/watch?v=RXmnBbUjsPs]
Comment by Rob November 13, 2020 @ 3:07 pmI remember this was very powerful for very frightening reasons. I know what I will be doing this morning.
*cancels hangout meetings*
Comment by George November 13, 2020 @ 4:01 pmHaving just rewatched this, it all makes sense Walmart would use covid as an opportunity to fill their own pocket. Revolting.
Comment by George November 13, 2020 @ 8:51 pmThat is car crash bad.
Comment by DH November 13, 2020 @ 2:51 pm“Pepsi’s have a lack of judgement in terms of what is good for their brand.” That is an understatement!
Comment by Srilata November 13, 2020 @ 11:17 pm