Remembering Pepsi

Advertising Age reports on Pepsi's new marketing campaign to promote recycling. It is called, "Have we met before."

"Our goal is to reenergize consumers about recycling," said Nicole Bradley, a Pepsi spokeswoman. "We've learned that most people will recycle when they remember, so we thought the 'Have we met before?' program [would be] a great way to remind people about the positive impact of recycling."

Overall, I think this campaign is a great idea. However, I'm skeptical whether consumers will notice initially. The print looks rather small on the side of the can. Additionally, any call outs below a Pepsi-related product (e.g. Pepsi can) in a traditional advertisement may be overlooked.

Personally, I would recommend Pepsi to set up a special website like they did with their MLB (Major League Baseball) sponsorship. Pepsi listed a website on the side of each can which directed consumers to www.pepsiclutch.mlb.com via a tie in with MLB. However, the print was very small as I just recently noticed to website on the side of the can. Hopefully, Pepsi will take a similar approach with its new campaign to encourage recycling.

Pepsi could list interesting information regarding recycling and packaging information on such a dedicated website. It would be a great resource for consumers interested in finding out information about Pepsi's stance on environmental issues.