Wednesday, August 19, 2009
Kiss, Kiss, Bang, Bang, You're dead…
Ok. Let's just say this wasn't the finest moment for either Kiss or Pepsi.
But it does show what happens when marketers try to change the brand narrative. Kids loved Kiss (I did) but Kiss weren't kids. They were what we aspired to.
Putting a kid in the commercial and shoe-horning a Pepsi lyric in the spot was the destroyer (pun intended) of authenticity - i.e. the reason you'd pay the big bucks for big talent.
If you use a successful song - don't mess with it.
if you choose an edgy band - don't homogenise them for the 'family audience'.