The advertisements of two rival multinational beverage corporations may be regarded as examples of effective and ineffective campaigns. From a personal perspective, the Share a Coke ad by Coca-Cola is one of the most positive and heart-touching (Brand News, 2015). In general, this campaign that implied the personalization of every bottle by putting a name on it immediately attracted particular attention and substantively enchanted customers. The ad may be defined as highly effective as it focuses on the eternal values of humanity – friendship and love. It is extremely satisfying to see people who share exciting moments of life together. This ad makes viewers smile, be brave, remember their friends, or meet new people. At the same time, Pepsi commercial starring Kendal Jenner is an example of ineffective and even abusive advertisements as the use of serious social issues to sell products is insulting and insensitive (Carlos, 2017). It eliminates the significance of people’s protests against racial tension, socioeconomic conflicts, and gender inequality by the use of the social justice movement as an opportunity to sell soda. In addition, the model’s behavior may be evaluated as disrespectful as views may have an impression that she takes the protest as an entertaining and non-serious event.
Ice Bucket Challenge may be regarded as an appropriate example of a successful public relations campaign. Initiated by the ALS Association, it attracted a great level of people’s attention to the significance of a cure for the treatment of serious diseases (Sailer, 2019). The reason for this campaign’s success consisted of people’s wish to be involved in beneficial activities. Moreover, social media provided them with an opportunity to participate, have fun, and express their creativity.
References
Brand News. (2015). Find your friend’s name on your Coca Cola! Share your Coke, mates!! [Video]. YouTube.
Carlos. (2017). Kendall Jenner for Pepsi commercial [Video]. YouTube.
Sailer, B. (2019). 29 effective examples of public relations campaigns and tactics to inspire your strategy. CoSchedule Blog. Web.