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Kit Kat, Pepsi Personalize New Social Media Campaigns (Video)


Kit Kat and Pepsi want to get a little more personal with you.

In my book THE ON-DEMAND BRAND, I discuss how important it is to accentuate the POS-itive in digital marketing - "P" for personalizable; "O" for ownable; and "S" for sharable.

Old Spice Guy is just one of the higher profile examples of this notion - personalizing video snippets to address individual consumers (well, influencers in that campaign).

Now, JWT is showcasing new campaigns from Kit Kat and Pepsi that take a page from that playbook.

In Kit Kat's case, it was a recent initiative in Milan that enabled consumers who Liked the brand to get caricatures created of them, that they could then share with friends.


Meanwhile, in an upcoming campaign, Pepsi will have comedians impersonate consumers who Like the brand, based on their sure-to-be-embellished Facebool profiles - which should be a lot of fun.

What's nice here is that these efforts are aimed squarely at everyday consumers (even though the Pepsi promo seems to indicate otherwise) - versus the digerati.

Will they spread like Old Spice Guy? Time - and some serious sharing - will tell.

Read more here and here.



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 OD_cover "... EXCELLENT ..."


“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

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