Pepsi has been innovating quite a deal in the digital space which results in a few hiccups.The most recent one is their free iPhone app for their Amp energy drink.The app was designed to help men seduce women and then keep the records of their conquests. It clusters women into 24 categories and then uses the smartphone capabilities to find information about them and what they like.
While the content is not idea for a Company that really really wants to sell loads of Tropicana juice to mothers across the land, the fact that the Company is really taking risks in the digital space is worth acknowledging.
The danger is clearly how far is far. Common sense should have dictated this one but sometimes the need to surprise and spark debate blinds reason. It will prove increasingly difficult and provide stronger creative muscle to accomplish this objective as what defines surprise and irreverence becomes, well, irreverent.
Read the Adweek article and see the comments.
http://www.adweek.com/aw/content_display/news/digital/e3i92ec830f3865d5c08bbb820c6b1d5665#
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