via http://creativity-online.com/
Recently, Pepsi debuted this hilarious new film promoting what
appears to be tremendously scaled-down packaging, and a perfect item to
drop into trick-or-treaters' bags this Halloween -- Lil' Pepsi. The
teeny tiny cans are so small it looks like only Barbie would be able to
pry them open. The lilliputian containers turns out to be a big joke,
one conceived during Pepsi's own internal marketing contest inspired by
the television show "Shark Tank."
In July, the beverage giant challenged its North American marketers
to come up with an innovative idea for the Pepsi brand. Winners would
receive funding to execute the idea. During the big event, eleven
marketing teams and agency partners each had five minutes to present a
pitch, followed by another five minutes of drilling from "sharks,"
played by division VP's. Pepsi even tapped real estate mogul Barbara
Corcoran, a real judge from "Shark Tank," to participate. In the end,
Pepsi Brand Manager Maggie Connors, Media Strategy/Investment Director
Katie Haniffy and Marketing Director Zach Harris emerged the winners
with their small, but compelling idea.
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