In August I posted a blog concerning Asset Based Thinking and Millennials.  Their propensity to embrace positive outlooks and actions converging with their digitally based savvy and activism means they have the potential to become our next “Greatest Generation”.  Also, over the last couple of months, I’ve been voicing my strong point of view that the power and potential of positive ABT marketing messages always win out over negative, doom and gloom  deficit based messages. Now, it looks like Pepsi will be making smart use of these two converging market factors by implementing an interesting marketing strategy behind its flagship Brand.

On 12/11/08 Advertising Age, ran an article entitled “Pepsi Embraces Optimistic Millennials”. It’s worth reading and contains some interesting examples of Asset-Based Thinking being employed by Pepsi CMO, Dave Burwick.

Pepsi has based its new strategy on survey of consumers that found that Millennials, those born between 1980 and 1990, are particularly hopeful about the future, with 95% agreeing that it is important to maintain a positive outlook on life.  (You gotta love those Millennials)

“Pepsi has always stood for youthful exuberance and optimism, and we’re pleased to learn through this survey that the positive spirit in youth culture is not only intact but growing,” said Dave Burwick, Pepsi’s chief marketing officer. “Our new brand identity campaign reflects that optimism like never before — on shelf and in advertising.”

It’s my belief that executed properly – in an uplifting and upbeat yet  honest and realistic tone and manner – this strategy should be a winner. Pepsi’s agency is TBWA-Chiat Day and they are more than capable of pulling it off.

This strategy has drawn some negative comments and skepticism from other admen who contend that offering up this type of positive messaging in tough, troubling times is like “putting your head in the sand” and will “feel like BS”.  I posted this reaction to those negative viewpoints on the Ad Age website:

“I respectfully disagree with the skeptics. Optimism and focusing on our assets has always been what leads us out of tough times. I hope more marketers adopt Pepsi’s Asset-Based Thinking mindset.”

It’s likely that Pepsi will debut its new advertising on the Super Bowl. Let’s see what develops and let me know what you think.

Thanks.

Hank Wasiak