Pepsi Change the Game Ad Campaign - Case Study Example

Change the Game Campaign in Pepsi Introduction This report sets out to carry out a review of one of the seven video marketing ads from the: Pepsi Change the Game Ad Campaign. The Pepsi change the game campaign has a total of seven videos and they include: the helicopter shot, uppercut, doosra, the switch hit, super scoop, pallu scoop and others. Based on the fact that the Pepsi change Game campaign has a total of seven video one of the video will be selected and in this case the helicopter shot video. The report will also point out to the PepsiCo executive managers that the breaches in the online video advertising (best practices or community) standards may pose a threat to future campaigns. There will also be an articulation of a number of standards that are held by the standards making bodies. This is based on the fact that number individuals have lodging combined objections to the negative advertisements undertaken by PepsiCo under its "Pepsi Change the Game" campaigns. In support of the claims been made in the report the report will also offer a list of three specific transgressions in the advertising practices or standard code in relation to one of the video ads that has been selected. In this area there will be an identification of the nature as well as the scope of the breach and a number of resources as well as other pertinent source of material will be used so as to offer support to the argument been made so as to ensure effective use of online video. Pepsi is rated as to be among the widely recognized brand with coco cola. During the FIFA world cup the organization had come along way with a number of top stars such as Henry, Messi and other big stars been on their ads (PepsiCo website 2012). For Pepsi to remain competitive the organization needs to keep up with the current advertising trends and at the same time advertise more so as to entice the customers and they should also ensure that they follow the advertising standards that have been set up the various advertising standards setting bodies (PepsiCo website 2012). Review of the helicopter shot This ad is one among the seven ads that are contained in the Pepsi change the game campaign. When carrying out this campaign the organization that is Pepsi associated itself with both the sport as well as with the player. Through its association with both the players and the sport they have been able to achieve the differentiation that is required in the cricketing season (Pepsi 2011). This ad show cases Pepsi has been one of the major factors that are making the cricket players to learn and attain skills that enables them to be set apart from the other in the field. In the ad we are shown that Dhoni is able to learn his helicopter shot and this undoubtedly establishes that Pepsi is not poplar just among the stars but it should be seen as an integral part of their game (Pepsi 2011). Breaches in online video advertising standards poses a threat to future campaigns The argument that any breach that may occur in online video advertising standards poses a threat to future campaigns is true. Advertising tend to play a major in the success of a business. Advertisement is seen as an essential part of an organization. Popular adverts have a great impact on the sales of the company products and this is mainly seen as the reason why organization spend a considerable amount of their money and time for them to make effective advertisements (Trout, Kotler & Ries 2000, p. 45). A number of companies have adopted online video advertising and is seems that over time online video advertising has become a major force to reckon with, this is based on the large volumes of videos that have been streamed on the on the internet as well as to the large number of audience who are there to view them since in the modern day people spend a considerable amount on their time on the internet. The companies have shifted to this method since it is seen to reach a wider population and based on the amount of time that individuals are spending on the internet they tend to view the adverts for a longer period of time. There are a number of violations that are occurring in the modern day advertising world which are said to pose a threat to the future advertisements campaign of that organization which have committed the breach. With the invention of the internet and its availability in almost every part of the world, organization had over time changed and they have now adopted online means of the advertising their products, this has over time reduced the cost that is incurred when advertising using other forms of advertisements such as the television, radio and billboards. There exist a number of standards that govern online video advertising. The coming up of standards in online video advertising has helped a great way in ensuring that there are clear set guidelines of what is expected for those carrying lout online advertisement and measures that can be taken in instances when the set standards are not followed to the letter. In regard to this penalties may be charged on the organization as well as on the individuals who have not followed the standards. For example they may face a challenge in their future campaigns for products or the services that they are offering to the general public who are in most cases their customers. There exists a number of bodies in the marketing world that deal with the setting of standards some of them include the International Advertising Association and the Asian Federation of Advertising Associations along with the National Association for Advertising Standards. The bodies are mainly tasked with the duties of setting the standards that will be followed by the advertisers when they are advertising and a breach in those standards can lead to penalties. All these standards ensure that what is offered to the consumer in terms of advertisements is correct in that the consumer is offered with the right kind of information regarding the product been market, in cases of food and drinks the nutritional content of the products and may other associated aspects that the advertises may feel is necessary. One of the standards is related to the information been delivered through the advertisement. According to the AANA an advertisement will not in any way contain any misleading or deceptive or any information that is likely to mislead or deceive the consumers or the target market. Deceptive advertising is termed as the use of misleading and false statements in advertising ones products (Australian Association of National Advertisers 2012). Advertising has the possibility to persuade individuals and viewers into engaging in the commercial transaction which they may have avoided if the adverts were not conducted. A number of governments all over the world are using the rules and regulations as a means of controlling deceptive, false as well as misleading advertising that is been carried out most organizations. With time the court cases and other government regulations have come up with a set of rules and regulations so as to identify instances in which certain adverts claims to cross over the thin gap that is separating the non deception with illegal deception. An advert is said to be deceptive if it contains a number of elements for example: the advert contains some omissions or at times some practices that may tend to cause a segment of the consumers to get a false belief about the product that is offered by the competitor. Another element is that the deception may at times contain deception material in that it will in one way or another influence the buying decision of the consumer. In this case was it not for the advert the customers would have choose, differently. In mot instance deceptive advertising causes loss of sales to the other business. Though false advertising is illegal in most countries, advertisers still look for ways of deceiving the customers in certain ways that are seen as legal as well as in ways that are technically illegal but at the same time unenforceable. There exist a number of deceptive methods but the most common ones are related to [pricing methods and incorrect comparison and others. The helicopter shot seems to be giving deceptive information to the consumer and this has in one way or another affected the sales been made by coca cola in India (Advertising Standards Authority 2006). This may tend to give the Pepsi co a hard time when customers realize that they are offering deceptive information and the customers ton tend to move from purchasing their products and purchase those of the competitors. It may be had for the customers to believe them even when they are offering the correct and accurate information since customers will tend to think that they are offering information like the one they had offered initially (Advertising Standards Authority 2006). Thus a breach in online video advertising will tend to pose a great threat to the company in their future marketing campaigns, thus organization need to give accurate and correct information so as to ensure that they enjoy the loyalty of their customers and also to ease future advertisements campaigns. Another provision in the standards is that when advertising is the use of another person’s invention and claiming that it is yours. In making advertisement the adverts need to be original and in instances where other people’s ideas are used they individuals need to be notified for them to give you the permission to do so (Boush, Friestand & Wright 2009, p. 33). The creation of advertisements is entailed to automatic copyright protection. And in most instances the creator of an aspect owns it even after approximately fifty years after his/her death except if there were certain specific terms of a contract that were agreed upon so as to change the ownership. Thus all work is entitled to copyright protection ((Boush, Friestand & Wright 2009, p. 67). In the case of the change the game campaign Pepsi did not have a right to use the helicopter shot since initially it was not Dhoni’s ideas and if they were to use it they had to obtain all the necessary information from the inventor of the idea thus by the use of the idea Pepsi breached the advisement standards that is related the unlawful use of another person idea. Pepsi may face charges due to this and they ought to have obtained all permission and this has contributed to cease and deceit claims that are been made by a number of the standards making bodies. Another breach the helicopter shot video had breached is in regard to the language used. There is a common standard in the advertising that states that if an advertisement is meant for a great number of people and form different areas around the globe a common language ought to be used so as to deliver the intended message to all the consumers. Languages in most instances tend to play a major as well as a leading role in an advertisement campaign of almost all products. Pepsi is seen as been among the products which are consumed in a number of continents and thus the use of an understandable language will ultimately lead to a smaller target market been reached (Plummer et al. 2007, p. 88). Also through the use of a common and understandable language the consumers will tend to receive the intended message and thus they may purchase the product as compared to when a product was advertised with a language that the consumers do not understand. In this case Pepsi ought to have used a common language such as English; this would have enabled the message reaching a wider population. Over time English have gained a lot of acceptance and it is commonly seen as a universal language which is widely accepted and understood by a wider population of people. Thus by its use the message will reach the audience and in the right form as well as they will understand it in a way that the advertiser intended them to understand that is there will be no misinterpretation of the message been passed along by the advert. Recommendations to the managers Based on the review of the helicopter shot that has been used in the change the game campaign by Pepsi, Pepsi is seen to have breached certain video advertising standards in that the organization is seen as to have offered deceptive information the customers. Thus for the organization to secure a better future for its future campaigns and for it to succeed in the market in terms of the sales made and also in terms of customer loyalty, the organization ought to offer the correct information to the customers (Trout, Kotler & Ries 2000, p. 49). In most instance when customers realize that the information been offered to them is deceptive they tend not to buy from the organization and despite their numerous campaigns and advertisement there sales will always remain lows. The organization has also received cease and deceit threats due to the claim that helicopter shot is Dhoni ideas and actually they are not his ideas since the kind a shot had been previously played by someone else. Thus as an organization and as managers of PepsiCo the organization ought to aim at offering the right and correct message to the consumers and they should also give credit to individuals of certain invention such as the one which came up with the helicopter shot. In regard to the organization may need to obtain all the necessary permission to the individuals related to the idea and this will ultimately pave way for prosperous future campaigns. Also in regard to the language used when making the advert, Pepsi ought to have used an universally acceptable as well as understandable language this would have ultimately enabled the company to reach a wider audience. In relation to this the organization ought to have used English since it is understood by a large number of people. The managers of the organization therefore need to take note of the recommendations for them not to face any threat in their future advertisements campaigns. Conclusion Based on the above a large number of small as well as medium sized enterprises and the government authorities have turned to online video advertising as an alternative to advertising this is mainly based of the fact that it seems to be cheaper as compared the traditional methods of advertising and it also tend to reach a wider market as posed to the traditional methods. Thus for organization to function affectively and for them to be able to carry out future campaigns they are supposed to follow the standards as well as the rules that govern online video advertising. By this they will be able to escape any allegations that may be charged at them and they will over time be able to attract more customers since there adverts seem to contain non deceitful information. Thus the buyers of their product as well as the customers been offered the services will have confidence in their products. References Advertising Standards Authority 2006, Code for Advertising of Food 2006, viewed 29 August, 2012 Australian Association of National Advertisers 2012, AANA CODE OF ETHICS, viewed 29 August, 2012, Boush, D Friestand, M & Wright, P 2009, Deception in the marketplace: the psychology of deceptive persuasion and consumer self-protection, Routledge Academic, London. Pepsi 2011, Pepsi Change The Game Ad Campaign, online video, viewed 29 August, 2012 PepsiCo website 2012, PepsiCo, viewed 29 August, 2012, Plummer, J Rappaport, S Hall, T & Barocci, R 2007, The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation, Wiley New Jersey. Trout, J Kotler, P & Ries, A 2000, Positioning: The Battle for Your Mind, McGraw Hill, New York. Read More