Online advertising isn't just for young people anymore.
For the launch of their new drink called Tava, Pepsi has decided to advertise solely through its own website, banner ads, promotions, and "offbeat stunts like sampling events at popular shops and the delivery of free samples to the employees of prominent companies like Google and MTV."
According to the NYT article by Stuart Elliot;
That would not be an unusual introduction if Tava were intended for the younger consumers who have grown up in a digital world. But the product, which is fruit-flavored and caffeine-free, is being aimed primarily at men and women ages 35 to 49.
“There used to be an assumption this target was not online,” said Frank Cooper, vice president for flavored carbonated soft drinks at Pepsi-Cola North America in Purchase, N.Y. “But there’s a group in that category that’s ‘reborn digital.’ They’ve lived through the change and learned to adapt to it.”
“This consumer spends significant time online, although what they do may differ from the younger consumer,” Mr. Cooper said. “They’re not I.M.-ing their friends; they’re looking at e-mail or looking up information about travel, music, food.”
I think it's great that advertisers are finally taking notice that almost everyone is online and that traditional advertising is not as essential. With the development of TiV0 and the availability of DVRs, people are able to skip through their commercials, rendering TV advertising much less successful . . . there is no longer the "captive audience."Way to go, Pepsi! But your Tava sounds disgusting.
Dear Drink Companies,
Please stop producing these "fruit flavored drinks" which have no benefit to the drinker and are worse for you than water and a zillion times more expensive. How about 100% juice? What happened to that, people?!?
Thaaaankks,
Chelsea
Oh well . . . You win some, you lose some.
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