about pepsi consumer generated content

so we probably all saw the "design the next pepsi can" promotion... I am impressed by that and I think it says alot about consumer generated content. By asking their consumers to help them create the next image of their brand.. they harness so much information about how their most creative audience sees them. and of course by basing decisions on what their customers tell them about what they want to buy.. they learn so much about how they can sell to them.

I believe we can all learn alot from the success of this and projects just like it. Imagine if food makers asked what people liked to eat? I remember reading in john moorse book I think? that kettle chips have this great contest annualy and ppl submit their flavor ideas and it is really succesful. this years top contenders.

1. Aztec Chocolate
2. Island Jerk
3. Dragon 5 Spice
4. Royal Indian Curry
5. Twisted Chile Lime

The annual People's Choice campaign, invites fans of Kettle brand Potato Chips to choose its next flavor. Out of hundreds of flavor ideas submitted each year, five are put up annually for consumers to vote online. www.PassortToFlavor.com

http://www.thisisthebeginning.com/
this is the pepsi challenge

"Pepsi began U.S. distribution of aluminum bottles of Mountain Dew with a series of 12 limited-run designs created by young artists and personalities. The series, called Green Label Art, is supported by a microsite with video filmed by participating artists.

Each artist applied artwork to the aluminum bottle to convey his image of Mountain Dew. Artists represent disciplines such as graffiti, tattoo arts, graphic arts, stencil and collage. Pepsi enlisted Mountain Dew-sponsored professional skateboarder Paul Rodriguez to collaborate with skater-turned-artist Chris Pastras on one execution.

The Web site, created by Seed Gives Life, houses behind-the-scenes videos contributed by each artist, schedules and highlights of planned events to support Green label Art, and details on a consumer-generated bottle design contest.

To drive awareness and traffic to the microsite, Pepsi reached out to Mountain Dew consumers through the brand's e-mail list. Respondents can enter to win bottles.

The Pepsi brand recently released several newly-designed cans and a series of microsites representing each one. The Pepsi and Mountain Dew activities aren't related, but do speak to a Pepsi initiative.

"Pepsi is changing the designs on its packaging on a regular basis across the country from now on," said Pepsi spokesperson Nicole Bradley."