Pepsi push at digital & global campaign with Nicki Minaj
Nicki Minaj is known for many things, dressing as little red ridding hood with the ‘pope’ in tow, telling fans that she would be upset if young children knew the meanings to her lyrics and recently stating that her fame is now a health hazard as people go to extreme lengths to get her picture.
On Ellen DeGeneres chat show she has been quoted as saying that “A girl literally cut through traffic and made a U-turn just to put her car in front of my car, so she could take a picture.”
However, could fame go another step further as she been debut as the new songstress for Pepsi. The remix of her song “Moment 4 Life” is played on a loop throughout the whole advert, with very little else being said just the imagery of 2 people (1m,1f) running through still shoot scenes including a beach, catwalk and La Tomatina (Tomato Fight in Spain) before finally seeing Nicki on stage.
The ad is the first step in a global campaign by Pepsi in a bid to connect itself to the entertainment industry. The suggestion of which is to “capture the excitement of now” whilst trying to break the interactive digital market.
There are set to be many more features of this campaign including digital platforms and events, feature partnerships and pop-up, Twitter-enabled concerts, all hopefully coming this summer.
Soda songs have always been big business, Coca-cola have always made lasting impressions with their adverts with recent hits including Fall Out Boy and Mark Ronson.
So what do you think? Does this Pepsi ad make you want to live in the moment? Does it feel you with encouragement and inspiration or do you prefer the comical value of the other campaigns?
Sources: Brand Republic, Youtube, Belfast Telegraph
