Pepsi Refresh: a bottom-up marketing strategy for 2010
Geoffrey PrecourtWarc
To explain PepsiCo's marketing plans for 2010, Frank Cooper III, the company's svp/chief consumer engagement officer, stepped back to a 1999 Keanu Reeves movie.
The dramatic tension in The Matrix, Cooper told an audience at the Interactive Advertising Bureau (IAB)'s annual leadership conference, involves a simple conceit: People live in incubators. And, although nothing in their world exists, they believe that this virtual existence is the real world.
"What in the hell does all this have to do with marketing?" Cooper asked. "Over the last 75 years, a...