Surprising Results from the Pepsi "Summer Time" Campaign

By now most of us in the industry are familiar with Pepsi's recent "Summer Time" campaign. The new spots attempt to attack Coca-Cola head-on by spinning the familiar Coca-Cola characters (Santas and polar bears) into Pepsi hounding fools. From a creative standpoint, the ads fall short. However, some interesting data was recently released suggesting that these new spots have received an impressive social media response. Pepsi's overall share of voice relative to Coke has gone from 25% to 30%" since the spots started airing a little over a month ago (see chart below). The data has also revealed that the "Summer Time" spots have a much higher chance of eliciting a social-media response (primarly on Twitter and Facebook) when they air during certain shows.

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Pepsi has been nicking Coke's social-media share of voice (SOV)

The top 10 shows -- and the worst performers -- for social-media response to "Summer Time is Pepsi Time"