The single most important thing is being noticed
Zac Martin, a planning director at TBWA Australia, examines why a brand’s controversial conduct may not necessarily impact its reputation, and ultimately, consumer behaviour.
Last month, Netflix released Pepsi, Where’s My Jet?, a documentary series on the infamous Harrier Jet consumer-promo-gone-wrong scandal.
It’s a real David and Goliath story. Deep into the Cola Wars of the 90s, Pepsi launches a loyalty program, and jokingly advertises the opportunity to purchase a US$23m military aircraft for 7,000,000 Pepsi Points. One enterprising young man discovers you can buy the required points for just US$700K, and a very public legal battle ensues.
