Entries tagged with: Pepsi
by Ryan Barkan
Duffy @ Lollapalooza 2008 (more by Bao Nguyen)
The cola war has been heating up globally in the last couple of months with music as the weapon of choice.
Pepsi's image rebranding campaign, including a new smile-esque logo, launched right after Christmas with a tv commercial featuring The Apples in Stereo song, "Energy". They then went deep during the Super Bowl, dropping a spot featuring Bob Dylan and Will.I.Am singing "Forever Young" as the beverage's new anthem.
Coke counters with a European spot for Diet Coke that features a playful Duffy doing things on her time during an encore break at a concert. In the commercial, she sings a cover of Sammy Davis Jr's "I Gotta Be Me."
When Sara Tate, a senior planner at the London advertising agency Mother, was asked to find a new face for Diet Coke, she knew what she didn't want. "Definitely no rent-a-face," says Tate, whose ad with Duffy will launch on British television, before rolling out across Europe. "We steered clear of yet another glamorous star with a six-figure fee who will promote anything if the price is right. The public is getting smart to that. We wanted someone who is well known, but not hugely famous. Someone who is on the rise, for whom fame is recent enough that they remember what it is like to have a regular life. Duffy was a perfect fit because, although she is extremely successful, she's still incredibly down to earth." [Via Times Online]Duffy has since cleaned up at the Grammys, at the British version of the Grammys, and - per Paul McCartney's request, recorded a cover of his song "Live And Let Die" for the new War Child Heroes comp that is released in the US this week. You may have heard the Beck/Dylan track from the same album, when it was played during the credits of last night's Oscars (more on the Oscars in a second...).
Coke's second attack is from Justice - Coke enlisted the duo along with Ed Banger Records' So_Me to design a glow-in-the-dark bottle and provide the soundtrack, their massive jam "D.A.N.C.E.", to a commercial. The bottle will be available in clubs throughout Europe. See the bottle in the commercial below.
The third assault from the Coke comes in their Full Throttle NHRA spots; three of the five have licensed songs: The Faces has "Blue Moon" by the Mavericks, The Machine kicks it country with Merle Haggard's "Working Man Blues", and Left Behind features Operator Please's "Zero Zero."
The final wave occurred as I was writing this article. A one-two punch during the Oscars with both The Boy Least Likely To's "Be Gentle With Me" and Sea Ray's "Revelry" showing up in Coke spots during the telecast on ABC (no video available yet). For those not familiar with the band, Sea Ray broke up in 2005.
Other Notable Licensing News: