pepsi music now, door: kim potters
TRANSCRIPT
PEPSI MUSIC
BEYONCÉ & EVA SIMONS 1
Pepsi’s Music Heritage Pepsi & Pop Music
Eva Simons
2013
Beyoncé
THE FOUR TOPS MARTH & THE VANDELLAS THE TURTLES JOANIE SOMMERS 60’s
ROBERTA FLACK BB KING TAMMY WYNETTE THREE DOG NIGHT
RAY CHARLES RICKY MARTIN JANET JACKSON ARETHA FRANKLIN
90’s
YOUNG MC MC HAMMER ROBBIE WILLIAMS PEPSI CHART -‐ UK
80’s
MICHEAL JACKSON ROD STEWART LIONEL RICHIE DAVID BOWIE MENUDO
70’s
TINA TURNER RINGO STARR ROBERT PALMER CHAYANNE
00’s
BRITNEY BEYONCE PINK SHAKIRA
MISSY ELLIOT MARIAH CAREY CHRISTINA AGUILERA BLACK EYED PEAS PEPSI SMASH
ENRIQUE APPLE ITUNES
PEPSI MUSICA JOHN LEGEND RIHANNA THE X FACTOR
PEPSI: OVER 50 YEARS OF POP MUSIC CULTURE
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PEPSI AT IT’S BEST…
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STIMULATING REFRESHMENT
POP CULTURE
SPIRIT OF YOUTH
INVITE & INSPIRE
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• Try new things
• Be playful and have fun
• Stay open to possibilities
• Be part of something big
PEOPLE TO LIVE FOR NOW AND…
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WHY MUSIC?
58
16
MUSIC IS NOW
MUSIC IS CRITICAL
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TO ACHIEVING OUR OBJECTIVE…
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ITS BROAD EMOTIONAL
CONNECTION…
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IT SHAPES IDENTITY…
HIGH VALUE SOCIAL
CURRENCY…
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IT CROSSES GEOGRAPHIC LINES…
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IT’S EFFECTIVE ON AND OFF-LINE!
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PEPSI’S HERITAGE AND EQUITY…
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BUT…
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HOW WE PLAY IN MUSIC MUST
CHANGE BECAUSE THE WORLD OF
MUSIC HAS CHANGED
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PEPSI MUSIC NOW
THE EVOLUTION OF THE ARTIST…
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TO SINGER/
PERFORMER
FROM
‘SINGER’
TO SINGER/
PERFORMER/
VIDEO STAR
TO ARTIST/
BRAND
PEPSI’S BRAND BEHAVIOR:
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SPONSOR CREATOR
CURATOR INSTIGATOR
ARTIST GETS CREDIT BRAND GETS CREDIT
ONE ICONIC ARTIST MULTIPLE ARTISTS AT DIFFERENT LEVELS
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ICONIC STARS RISING STARS
• Known from: - “Silly Boy” - “Take over Control” with Afrojack - “This is Love” with Will.I.Am (who calls Eva the ‘Princess of Dance Music’) • Eva has: - 65.047 followers Twitter - 132.581 followers Facebook - Almost 10.000 followers Instagram - Over 3.4MM views on personal Youtube Page
EVA SIMONS
Eva Simons & Pepsi
Eva:
• Ambassadeur
• Populaire & Upcoming artiest
• Jong
• Wil zich meer vestigen als stand-alone artiest
• Nieuwe solo single ‘Chemistry’ in maart in NL
Pepsi:
• Imago bouwen door PR, social media
• Pushen van Eva’s nieuwe single in tag-on
• Eva in het voorprogramma bij Beyonce in de Ziggo Dome
• Activatie om Eva en haar optreden, inclusief Meet & Greet
• Downloads creëren voor haar single
TVC TAG-ON
BEYONCÉ LIVE
PACKAGING
SHOPFLOOR
SOCIAL DIGITAL PR
HOUD JE DOP! MET EVA SIMONS
RADIO
Beyoncé & Eva Simons Campaign
SAMPLING PEPSI RIDER
PEPSI REMIX
MACHINE
Enorm veel PR!!
BEYONCÉ CONCERT & PEPSI OPENING ACT EVA SIMONS ZIGGO DOME
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