Meaningful Marketing
April 06, 2010There are many forms of advertising available to producers, and debate over which is the most effective has yet to be resolved with hard evidence. However, some larger companies are turning to meaningful marketing where the consumer experiences the brand as something that improves their life. As Seinn Schlidt explained,
“Companies that practice meaningful marketing are twice as likely to deliver sustained success and four times less likely to require significant price discounting.”
Benefitting the consumer is harder than it sounds because the direct brand promotion and declaration of superiority is eliminated.
Pepsi is reaching out to the Hispanic market with an initiative called “Yo Sumo” roughly translated as “I count.” Hispanics can post their stories on the pepsiyosumo.com website sharing their experiences. Pepsi partnered with Eva Longoria Parker, who will direct and produce the documentary, to bring the stories to life in a creative and compelling film. The biggest debate revolves around the translation of yo sumo. Blogger Lauramartinezruiz complained
“”Yo sumo” should be translated as I count. I count should be “Yo cuento”. Yo sumo is: “I add up” (I add up 1 plus 1, etc.)”
It is unfortunate because the rest of the campaign was appealing.
As part of Coca-Colas Open Happiness campaign, a video was made of a special vending machine called the Happiness Machine distributing free cokes, pizzas, and a 12 foot long sub. It went viral and topped a million views in merely 13 days. As Ravi Sawhney blogged, they’d tapped into “that everyday life magic of the emotional connection that bonds people with your brand.”
