COM0014- Post #4: Why did the Pepsi Arabia ‘Liter of Light’ and 7UP Arabia ‘Original Spotting’ campaigns fail?

B2Ccampaigns, or Business for Consumers campaigns, target consumers directly to buy the product from grocery, restaurants, or retail stores. B2C campaigns “develop campaigns that connect with the consumer mindset, and depend on direct advertising”. Marketers in B2C campaigns aim to covert shoppers to buyers. There are several successful B2C campaigns, such as “Think Coca-Cola, Old Spice, and Kit Kat

Surprisingly, some of the campaigns were not as successful as their companies planned for. Of those campaigns are PepsiCo campaigns in Egypt in 2015: 7UP Arabia campaign and Pepsi campaign. The two campaigns gathered considerable attention, but no significant or even increasing revenue from the campaigns despite the PepsiCo announcement of investing U.S. $500 Million in Egypt in 2015.

The 7Up campaign, Original Spotting, or “Do in on Your Way” and “See It Your Way”, appealed to Egyptian youths showing innovative ideas that youth execute using simple stuff, unused ones, or things that you think they are for garbage.

The campaigns mainly used YouTube. The 7UP Arabia produced four videos. The four videos gained less than 4.5 million views, and only 5.424.289 Facebook page likers. Twitter account of the 7UP Arabia only gained 17.100 followers.  Likewise, the Pepsi campaign, “Strings of Lights Unite Us”, produced two video ads to announce the beginning of Pepsi campaign along with “Maser Al-Khair charity” [Good Egypt Charity] to install hydro in poor villages in Upper Egypt.  “A Liter of Light” was the tagline to encourage Egyptians to buy Pepsi. Revenues are dedicated to installing hydro in poor villages. The videos ad that the idea of the “Strings of Light” through employing a clever video montage of that seemed to bring actors and actresses who died into alive scene celebrating the Holy month of Ramadan with current young actors.  (Watch and Enjoy Hussein Al-Jasmi voice with Ramdan Folklore here).

The Pepsi campaign helped install 800 Solar Panels in only in one village. Obviously the campaign goals were aiming to install Solar Panels to several villages in Upper Egypt, according to the news that was published at the beginning of the campaign.

The questions would be, then: why did the two campaigns fail to achieve their goals?

Pepsi campaign failed although it engaged consumers. The failure was due to the fact that the public rejected the idea of ‘liquidifying’ social responsibility.   As Pepsi campaign for social responsibility failed, Pepsi Challenge emerged in the same year.

7UP campaign -Brilliant but unreal campaign: The 7UP Arabia campaign ‘Original Spotting’ never announced the participants. It campaign looked like colourful bubble that collapsed quickly. The ‘original spotting website was removed’ and no reports were made about the campaign outcomes. The campaign should have targeted Egyptian talent with a goal to support and finance a certain number of talented youth.

Social media should have been employed to show the progress in that the campaigns achieving and should have added to them more sponsors, especially those that would not be in conflict with PepsiCo.

PepsiCo failed to maintain the momentum of its campaigns although it was aware of its target audience. I believe that the company lacks the scope. PepsiCo moved to a more global scope with the Pepsi challenge campaign. In a nutshell, the two campaigns failed for their inability to maintain the momentum they create with the videos.

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