Messaging

Timing is a funny thing.  But Pepsi’s newest creative running (well, since pulled) in Germany is not.

Driving home the other night I caught the tail end of a Don Henley song as I wondered how ungrateful I must be when hundreds of satellite stations all lacked appeal for me.  A partial lyric from the 90′s song “…how can …survive in such a graceless age…” stuck in my head before I moved on (I definitely didn’t linger, not Don’s best work).

This idea of grace, of making informed decisions and acting with poise and self-awareness, a countenance of dignity and beyond reproach has me thinking of Grace Kelly and Jackie O.  These ladies seemed the epitome of class, and represent a bygone era where acting with circumspect and moderation were important self-governance attributes.

Sigh, but not so in today’s world, where in many ways marketing seems to be continuously pushing the boundaries of propriety.

Following on the heels of the recent Motrin Moms incident comes an act of idiocy by PepsiCo.  Yes, folks, lightening can strike twice.  Mr. Abraham provides details on his AdAge post, but the gist is that the soft drink giant thought this ad would be funny. Or communicate their unique calorie-free product. Or their new tantalizing flavor. Oh, wait.  It did none of that…

Tacky, tasteless print advertisement from Pepsi

Edgy print ad intended for niche German audience be darned, this ad is tasteless and in poor humor.  Precariously standing on a stump platform destined to fall, the ad portrays “One very very very lonely calorie” supposedly despondent in his lack of success of forging friendships or relationships with other soft drink calories.  Or something.

Are calories really so important to us, to our society, that the idea of self-abolishment is acceptable so long as ones waistline is maintained?

Egad, I hope not.

Folks, this is a slippery slope we’re walking. Girls are starving themselves because of glamorized images they see on television.  There is not enough Dove Real Beauty to stamp out “perfection” messaging.

Please, let’s put some grace back into marketing.  Your mom would be proud of you.  I’m thinking Mr. Godin would approve, too.

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