Media Relations

On Super Bowl Sunday, PepsiCo released an advertisement featuring model Naomi Campbell dancing and a group of lizards dancing to Michael Jackson's "Thriller." This was to announce their new product Thrillicious SoBe Life Water. The Super Bowl ad was the first step in the product launch, with great success. According to PepsiCo's news release, it received high rankings from USA Today, AOL, and TiVo as part of the best Super Bowl commercial list.

Thrillicious SoBe Life Water is PepsiCo's all new line of SoBe Life Water that are designed to enhance, energize, and the are available in five low calorie flavors (Blackberry Grape, Pomegranate Cherry, Orange Tangerine, Strawberry Kiwi, and Passionfruit Citrus). The name Thrillicious actually is derived from Jackson's song "Thriller" because the Super Bowl was also the night of the album's 25th anniversary. PepsiCo also advertised during the Grammy Awards with more links between the product and the music.

I think that from a PR aspect PepsiCo has done a good job getting their product information out to consumers in a positive aspect. First off, choosing to air their commerical for the first time during the Super Bowl was smart because millions of people are watching that program and paying attention to the commericals. Secondly, linking their product to Michael Jackson's classic song, "Thriller" was good synergy and made it interesting to viewers so that it made a lasting impression. Not only Michael Jackson, but also using celebrity model Naomi Campbell was a good idea because people will link their interest in her to the new beverage.

There is more information on the new product launch on PepsiCo's website under their press releases category. The press release itself appears catchy and interesting, definitely worthy of printing therefore I think the PR professionals did a good job with that as well.

Maybe to make it better I would have also made the link between Thrillicious SoBe Life Water and the 25th anniversary of "Thriller" more obvious to viewers or readers. It is a very interesting concept that most might be unaware of.

http://www.pepsico.com/