Can you decipher the hidden code within these 3 abstract visuals? What you are seeing might be entangled wires in red and blue or vessels of fluid tubes in those colors. What do you think of when you see blue and red? There are many possible combinations but kudos to you if you guessed PEPSI. Yes, the beverage giant recently tasked BBDO Dusseldorf to come out with a campaign that would subtly place their logo in a very unique and creative way. I have always love the challenge of placing things away from first sight. Given the ubiquitous that clients love having their “logo bigger” or taking the “safer option”, PEPSI’s bold attempt to approve these ads is commendable. This is pretty much one of the traditionally effective ways of bringing a message across to the audience in a very subtle subconscious manner. We term this subliminal advertising. It has proven to be very effective to create an impression in the viewer’s mind. Such tactics if well executed would yield amazing results. In my opinion, I believe this is a rather far fetched approach with a very bold intent. There are other possible ways to explore this idea further. Perhaps we could use paint works or even patterns to incorporate the logo but in a less obvious yet seemingly intelligent way. What do you think of BBDO Dusseldorf’s attempt to fulfill PEPSI’s marketing requirements for these ads?
Zack Chia 