We’ve all been on that awkward first date, wondering what the other person is thinking of us, and hoping we’re making the right impression. This Pepsi Max commercial has an answer to what the person across from us may be thinking. According to Advertising by Design, "stories are a way for people to communicate and relate." By setting up this scenario, Pepsi tells a story not uncommon to the average consumer in an effort to engage the viewer, and add a sense of community to their commercial.
What is soda really? I can’t speak for Pepsi, but most is just carbonated water with sugar added. And companies get consumers to pay for this? Absolutely. How? You may ask. They use the tactic of provoking an emotional response, allowing the buyer to think there is a particular benefit to buying their product. “It is a response that may derive from personal significance or reward and the desire to feel good. Emotional benefits are not based on a tangible characteristic of a product or service but rather on subjective experience.” With this commercial, the guy equates Pepsi Max with sex, thinking emotionally rather than realistically.
Soda is not something we need, but we buy it anyway. Pepsi is not a product we need. Or is it? The company would like to have you think you do. By equating it to sex in this commercial, Pepsi is saying you need their soda as much as you, pardon my French, need to get off. “The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives.” The relevance here is that people need Pepsi as much as they need their next…well you get my point.
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