Last week I wrote about Pepsi’s new Millennial marketing initiative based on their “Optimism Project”.  It’s an interesting Asset-Based Thinking example of how a smart marketer is tapping into the “attitudinal assets” present in this target group and the power of optimism and potential in times of pessimism and problems. An excellent example of a bold Asset-Based Thinking approach in lieu of a more subdued and defensive Deficit-Based Approach. As with all communications programs, it all comes down to execution. Today’s Advertising Age article reports that Pepsi will use New Year’s Eve and the Times Square celebration as the first unveiling of its campaign strategy.

“New Year’s is one of the most optimistic times of the year, a chance to ‘refresh’ as a country and for everyone as individuals,” said Nicole Bradley, a Pepsi spokeswoman. “We believe this is the ideal time to launch our new campaign.”

Some smart thinking. The initial messages employ pretty simple words and salutations that set the tone for the campaign..“It’s time for optimism”.

The messages will run on Times Square video billboards, use text messaging, interactive photo sharing and, of course, the obligatory New Year’s Eve balloons. There also is a website, refresheverything.com, to support the campaign. I like the sentiment expressed on the site very much.

“Every generation refreshes the world, with their ideas, talents, and the knowledge that they can do anything they set their minds to. This is where that spirit comes to life. A place to refresh our culture and our country.”

Both Kathy and I believe passionately in the ABT potential of Youth…especially Teens and Millennials. We laid out some of the reasons in our Next Greatest Generation blog a few months ago. Their desire to drive positive change, their passion to enlist others fueled by their virtually unlimited ability to deploy the power of digital technology should make millennials an awesome force for positive meaningful endeavors. That’s why we’re so excited about our next book due out at the end of March-“Change The Way You See Everything - FOR TEENS“

The Pepsi Optimism campaign could provide a glimpse into how receptive millennials will be to this type of messaging. We will be following it with great interest and welcome any comments and observations.

In the meantime. Happy New Year to you and all your many Assets.

Hank Wasiak