Pepsi is capitalizing on the political change and Barack Obama's inauguration with a wide outdoor campaign to promote new search portal refresheverything.com.
Ranging from billboards to banners, flags and taxi-top ads that use phrases like â€œYes You Can,â€ â€œTogether,â€ â€œHooray,â€ and â€œOh Boy,â€ each with the Pepsi logo replacing the letter 'O.'
Each ad simply reads refresheverything.com.
The campaign was created by TBWA\CHIAT\DAY, USA.
Implications - By using their logo and integrating it into a historical political event, Pepsi has managed to associate themselves with a positive message. Additionally, the brand is creating a supportive post-political campaign, which means that they truly understand their target demographic and their political views and votes.