It's amazing and incredibly frustrating how difficult it is to recall obvious information when you're tired. This Pepsi Max campaign captures this concept in a pair of illustrated prints, advertising a beverage that guarantees a cognitive awakening.
Two of the soft drink's ingredients are caffeine and ginseng, offering a "Wake up!" effect on your brain. To demonstrate the importance of this mental state, the BBDO advertising agency of Russia paints a picture of a couple scenarios that demand a certain sharpness.
The first ad features a man leaning over a woman in his bed as he desperately attempts to remember her name. The second illustrates an urgent attempt to identify a key to an outhouse. Both images in the Pepsi Max campaign have turned the guy's head into a cryptic maze, denoting his difficulty in jogging his memory.
What's Driving This Trend
- Mental Endurance Marketing
- The trend to offer products that promise cognitive alertness and mental endurance such as energy drinks, supplements, and brain-training apps.
- Gamification Advertising
- The trend to use gamification techniques to create immersive and engaging advertising experiences that people are more likely to remember.
- Illustrated Storytelling Advertising
- The trend to use vivid and attractive illustrations to convey complex marketing messages that resonate with consumers.
Who This Affects Most
- Beverage Manufacturing
- The beverage manufacturing industry can innovate by developing drinks containing natural ingredients that have caffeine and ginseng-like effects to boost mental and cognitive functions.
- Advertising and Marketing
- The advertising and marketing industry can innovate by incorporating gamification techniques to create engaging and unforgettable advertising campaigns.
- Animation Design
- The animation design industry can innovate by creating illustrated and animated ads that vividly tell stories and evoke strong emotions in people.
