Pepsi pushes manly mateship in polarising ‘Bromitment’ campaign
By Ben Fahy,
If it was all about manvertising earlier this year, with the likes of Mantrol, Mammoth and Lion Red’s Manpoints all being launched around the same time, Colenso's new fully integrated campaign for Pepsi including TV, web, radio, Juice TV promo and even a brand ambassador, is probably closer to boyvertising.
While it’s bound to appeal to its target audience, it’s also sure to get the goat of those who don’t like simplistic sexual stereotypes in their advertising.
Bromitment is “a pledge, promise, obligation to be there with your boys, to participate in any and all shenanigans that may go down”.
The campaign encourages guys to go online and ‘bromit’ to three of their best mates by entering codes online. Bromitees can test their bromitment and go in the draw to win a road trip down Route 66, run with the bulls in Pamplona, or skydive in Argentina. And Pepsi Max is also giving away $500 cash prizes every day for those who have entered codes.
There are heaps of short YouTube clips like this and there are also some handy ‘bromitment assistants‘ on the website, downloadable PDFs of doctor’s notes, jury summons and birthday party invitations that let you get out of things you should be doing to hang out with your mates instead.
This story originally appeared on StopPress.
Comments
Nicole
Sorry can't help msyelf. I can look past the made up words like 'boyvertising' but not the typo in first paragraph - “Pepri”
madeleine
I wonder if pepsi will bromitted to reducing brobessity and type 2 broiabetis
Lisa Simpson
The misspelling 'msyelf' while criticising a typo - oh the irony.
Ben Green
Why are males the target market for Pepsi Max? Being low-calorie and sugar-free, it's hardly the most masculine drink around.
Neelish
@ Ben Green - I suspect they are trying to get on board with the weight watching males; who maybe put off the competitor's product which seems exclusively targetted at women…
Neelish
@ Ben Green - I suspect they are trying to get on board with the weight watching males; who maybe put off the competitor's product which seems exclusively targetted at women…
Johnny
At least this campaign is change from the usual trend of men being depicted as idiots.
I suspect they're also attempting to sell sugar-free pop to the whole population, rather than just half.
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