A New Voice for '09

Today Pepsi revealed a new TV and online campaign that will kick off 2009 at the center of the action - Times Square. The campaign strikes a light and optimistic tone using bold colors, upbeat music, and positive sayings, all of which are accented by their new smiling logo.

At the risk of this becoming the Pepsi/Walmart blog (check out the last four posts), I think that optimism in messaging will be key to staying ahead in 2009. Recent research shows that 81% of Millennials are hopeful about what lies ahead in the new year. We all must remember to address the downturn without dwelling on it.

Like Walmart, this is a great example of finding a relevant way to talk to people about the challenges we face. In doing so in a positive way, they build a strong association with their brand that I wager will last longer than a campaign built on fear.