…all for harmony. Axe, lesser known but still relevant, alluded to conflicts past, in foreign lands. But Pepsi went for concrete. It didn’t allude, symbolize, imagine, or remind. It showed the audience exactly what it thought and unwittingly exposed the ridiculousness of moralit…
I wrote this one before the US air strikes in Syria, but a new find on Twitter, Chloé Simone Valdary, highlights Pepsi’s misstep.
That quip wouldn’t have worked as well with Coke or Axe or most other retail morality brands because they remained abstract enough to make the connection too forced. Pepsi’s promo does not suffer from such ambiguity.