Our final unit in Consumer Behavior is a ‘Design Sprint’ which consists of a few different steps including concept testing. Concept Testing is the investigation of potential consumers' reactions to a proposed product or service before introducing the product or service to market.
Although it is traditionally used to test potential product or service ideas it can be used to test marketing efforts as well, called creative concept testing.
So, unless you have been living under a rock or in a coma, I am sure you are aware of the PR nightmare Pepsi and United are facing. Although, both companies recent events will be a ‘What Not to do’ lecture in public relations class I am just poking fun at Pepsi.
Jimmy Kimmel told his audience, "The fact that this somehow made it through—I can't imagine how many meetings, and edits, and pitches, and then got the thumbs-up from who-knows-how-many people is absolutely mind-boggling.” And he is right. How can some of the ‘best’ and paid copywriters, art directors, and marketing executives get it so utterly wrong?
The in-house agency responsible for the ad were probably too old and according to the Daily Mirror, all six members of the team were white and obviously not woke.
Pepsi then released this statement later in the week, “Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark and apologize." Clearly.
The following Saturday, SNL took it upon themselves to answer the question we have all been wondering.
"SNL Pepsi Concept Testing"
I came across a great article written by Joe Pinsker in The Atlantic that goes into much greater detail of the whole debacle. (Actually worth a read)
BUT THEN
Heineken showed Pepsi how to release an ad that doesn’t make its target audience feel like they are cashing in on the social issues our country faces.
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