Will Twitter kill the focus group?

Ad agency creatives and designers have long bemoaned the influence of focus group research on their work. But perhaps those days will soon be gone

Santa takes a break from his promotional duties with a rival in Pepsi’s latest ad

Ad agency creatives and designers have long bemoaned the influence of focus group research on their work. But perhaps those days will soon be gone

In a recent interview with AdAge, Maasimo d’Amore, CEO for PepsiCo Beverages Americas, stated that “we don’t consumer-research ads anymore. The best consumer research is the social network. So we develop new ads using the best judgment of our team and the agency. We put them on the air and for the first 24 hours we track what’s being said. … If needed, we go back in the editing room, and fix it.”

It’s a little bit like the Hollywood test screening approach whereby endings or even characters can be changed after a film is made (although before it is on general release) if they do not go down well with audiences.

D’Amore seems to be suggesting that Pepsi will re-edit or perhaps even re-shoot commercials if they get a kicking on Twitter or Facebook but that they back the judgement of their agency to get things right upfront.

And if a company as big as Pepsi is doing this, others will surely follow.

CR in Print

Thanks for reading the CR Blog but, if you’re not also getting the printed magazine, we think you are missing out. This month’s bumper July issue contains 60 pages of great images in our Illustration Annual plus features on Chris Milk, Friends With You and the Coca-Cola archive.

If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine and get Monograph.

More from CR

Lot Lot festival posters

Behold the flame-headed man versus the robot and the mad scientist: just a few of the details in a series of escapist posters designed for electronic music festival, Lot Lot

MK Gallery supergraphics

Sara De Bondt studio has just completed a series of exterior signage supergraphics for the MK Gallery in Milton Keynes

Dry The River 3D fly posters

Yes, these posters by FOAM/Sony Music Creative for new band Dry The River really do feature a three-dimensional paper horse galloping forth. Click to see more pics and a making-of film.

New Audi ads focus on the details

Back in May, BBH London released an epic two-minute ad for Audi exploring the Le Mans driving experience. Now the agency returns with a series of much shorter spots for the car brand – five ten-second animated ads that aim to express how much good stuff is squeezed into the small Audi A1…

IIASA_115x115

Graphic Designer

International Institute for Applied Systems Analysis
Centaur_115x115

Integrated Designer

Centaur Media