Home  › Media › Video

Pepsi Mimics Web Celebs and Average Joes in Videos

  |  April 4, 2012   |  Comments

Funny or Die comedians help push new low-sugar Pepsi Next on Facebook and YouTube.

What would it be like to watch yourself virtually testing the new Pepsi Next? PepsiCo aims to give Facebook and YouTube users the chance to find out. The beverage maker launched an Internet Taste Test on Facebook to encourage consumers to try its new low-sugar cola, Pepsi Next.

The Internet Taste Test uses comedy and online profile data to create videos of what a real-life taste test would be like for at least 100 lucky virtual Pepsi drinkers, while pushing consumer trials of - and engagement with -the new beverage. Early videos, however, feature well known tech industry execs and YouTube stars - think web celebrities who generate lots of viral pass along, like entrepreneur and oenophile Gary Vaynerchuk.

The campaign taps comedians from the website Funny or Die to do impressions of selected consumers and what Pepsi has dubbed "notable personalities" in a series of minute-long videos. In the videos, Funny or Die impersonators sample Pepsi Next and react according to information from Facebook profiles, such as recent experiences and likes.

"The beauty is it will be a mix of Pepsi fans, cultural icons and aspects of Internet culture," a Pepsi rep said.

Pepsi worked with digital agency the Barbarian Group to create the the Internet Taste Test effort for Pepsi Next. Promotion also includes paid media, such as a YouTube takeover and an integrated viral ad unit with BuzzFeed. Pepsi has also partnered with Walmart for a sampling program in 800 Walmart Supercenter stores through the end of April. The product itself launched March 26.

The first video launched Tuesday. It features actor and comedian Rob Riggle, who recently starred in the movie 21 Jump Street. In his Taste Test video, the “Real” Riggle describes how the Taste Test works while watching his “Improv You” sample the cola and talk about his real-life likes, including a golden-winged Pegasus, Reggaeton, skeet shooting and inspirational water colors of trains.

Pepsi fans can also watch video impressions of first sips from Vaynerchuk, whose Funny or Die doppelganger pours his Pepsi Next into a wine glass before swirling, sniffing and spitting into a bucket. Internet meme character Scumbag Steve talks about high school parties and dating in his video, while BuzzFeed CEO Jonah Peretti discusses cat videos and declares “O.M.G.” after gulping Pepsi Next.

There were hundreds of submissions by the end of the first day from non-celeb Facebook users on Tuesday, said the Pepsi spokesperson. The brand will create at least 100 videos over five days of filming with 12 Funny or Die comedians. Pepsi said fan videos will be edited and posted back to select users within approximately 24 hours.

Rosa H. was chosen for an impersonation involving her love of white t-shirts and the new Pepsi drink.

To date, viewership numbers on YouTube range from less than 100 to nearly 5,000 for various campaign videos.


ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!


Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...