Now I’m reliably informed that the last time that Pepsi was
a serious player in the Kenya market was some time before I was born, in other
words back in the day when the original Kenyatta wielded power from the house
on the hill. At some point they decided to say adieu to Kenya and left us in
the kind and caring hands of the boys and girls from Atlanta (Coca Cola).
Pepsi of course has been running a ‘soft launch’ in this
town for a while now, and it is no longer a surprise to find a Pepsi Max, Seven
Up or Miranda strategically located in the drinks section of your friendly
neighborhood petrol station convenience store, often lovingly encased in a new
Pepsi-branded refrigerator.
This new billboard campaign however is the first that I have
seen of them going ‘above the line', and it is interesting to me at two levels,
firstly because of the old adage that ‘you only get one chance to launch
something’, and secondly because of the structure/construction/messaging of the
ad itself.
I’ll begin with the former. Imagine that you are the brand
manager for Pepsi hapa Kenya. How would you launch it? Bare in mind that you
already have in place a fairly good distribution system – your product is on
the shelf – and that you are dealing with a brand that is already fairly well
known, especially amongst your core target audience. How would you go about
officially announcing to the people of Kenya that ‘Pepsi Imefika!’
Would you hold a big bash and bring in some teenage heartthrob
to headline it? Would you slaughter 5,000 goats and liberally distribute the
Nyama across the towns and cities of the republic? Would you blow all your
budget on a TV ad directed by Quentin Tarantino and starring Will Smith, Lil
Weezy, 50 Cent and Mike ‘Sonko’ Mbuvi? Would you take up the sponsorship of
both Gor and AFC? Would you set up a street basketball league with a grand
prize of 10M? Or would you just give every Kenyan who registered to vote a free
cold Pepsi? The decision would be yours, and of course making these sorts of
decisions is exactly what marketing is all about…
Now I don’t watch the necessary programming or listen to the
relevant radio stations to know what else Pepsi is doing to launch and build
their brand here in Kenya, so I’ll have to work with the billboard that I’ve
been seeing around the place – “Dare for More!” (Da da da…)
Pepsi, globally, can be described as the ‘cheeky little
brother’ of its big competitor, Coca Cola. Where Coke is wholesome
(image-wise), family friendly and endorsed by HRH Father Christmas, Pepsi is
younger (they are, after all, the guys who invented Generation X), cheekier,
funnier, cooler and edgier (though never too edgy). The general idea (for the
core tween-age market) is that you drink Coke with your dad/grand dad but you
drink Pepsi with your Peeps (there’s a headline in there somewhere).
I have to say that I’m a touch disappointed with what Pepsi
has come up with as the opening verse in the song that they no doubt intend to
be singing to us for many years to come. Do not be fooled by the angled font
and the torrent of gushing brown liquid, what we have here is a pack shot and a headline.
Now there is nothing wrong per se with a pack shot and a
headline, in fact if in doubt a pack-shot and a headline is probably your best
bet, for the simple reason that the worst you will probably achieve will be to
boost your visual equity (assuming of course that the headline makes something
approaching sense). That said, for a brand that is declaring that the world
should ‘dare for more’, I would have expected them to dare a touch more…
When it comes to billboards, which are one of the most
powerful ways to quickly build a ‘big brand feel’, the headline is pretty much
everything – it’s the beginning, the middle and the end. The headline has to
capture the essence of all that you want to say in, according to various
studies that I have seen, ideally no more than seven words – remember that we
tend to absorb billboards by osmosis, so your message better be clear and to
the point.
I kind of feel that ‘dare for more’ is one of those ‘bottom
drawer’ lines, one of those lines that we copywriters pull out when we are a
bit unsure as to what we want to say but we still want to show that ‘we got
lyrical game’. It sounds kind of cool and ‘with it’ and it will get you through
the client presentation without any egg on your face, but you know deep down
that it’s just a bit soft…
I can see what the ‘dare for more’ headline is trying to do
– namely to tap into the psychographic of the modern urban youth who, we are
told at great expense by research agencies, is hungry, aspirational,
ambitious, deficient in attention, ‘lives for the moment’ (another bottom-drawer
headline that one) and ever so slightly spoilt by a completely unjustified
sense of entitlement. This description, which you will frequently come across packaged
in various guises, is in my opinion generic to the point of irrelevancy.
Pointing out that young people are in a hurry but tend not to be able to see
beyond their noses is a bit like saying that the sky is blue – indeed you have
spoken the truth, but exactly what light have you shone upon this murky world?
That there is a distinct and rapidly growing urban youth
market in Kenya goes without saying. Furthermore, this is a market that is
overflowing with novel and innovative cultural richness. Never forget when you
listen to people speaking sheng that you are enjoying the exceedingly rare privilege
of watching the birth of a new language… this market segment has it’s own music
style, it’s own super stars, it’s own media and, to an extent, it’s own fashion
sense and visual vernacular. That this Pepsi ad reflects none of the above is
to me something of a shame, and it is weaker as a result. Globally Pepsi have a
long and successful history of partnering with young and cool (but not too
edgy) pop stars in their prime (Madonna in the 80’s, Britney in the 90’s) to
help them push their product. Me wonders whom they should be teaming up with
here? Answers on a postcard please…
