BBDO To Add To Pool Of Pepsi Spots After Bottlers Voice Criticisms

BBDO will diversify the pool of spots for Pepsi to lessen the tilt toward youth and better emphasize a new package redesign. New ads drew criticism from Pepsi-Cola bottlers at a convention in Hawaii recently.
Although bottlers often cannot relate to ads targeted at consumers much younger than they are, several found the ad strategy to be “too young” and not focused enough on the Pepsi’s new globe icon. “Goose,” a spot that aired during the Super Bowl which paired a sky surfer with a goose, was the only ad that appeared to draw near-universal favorable comments.
Partly in response, the agency is expected to shoot additional ads that are not as youth-oriented or that better flag the packaging change.