In the last class we had a discussion on how Dove broke-free from connotations of “fear” surrounding its

shampoo for damaged hair by defining it’s consumers as people who have “tinkle in their eyes,” “have
dove shampoo bottle displayed in their bathrooms as pride” and know that after a long weekend,
vacations and/or a travel they will reach out for the Dove shampoo for damaged hair.

This is very rare for brands to challenge and fight back the negative connotations and stigma’s attached
to their brands.

One such example of a brand that I came across, which I find relevant, is PEPSI.

In the commercial “PEPSI: More Than OK”, Pepsi has answered the most viral question “Is Pepsi ok?”

The commercial takes on a humorous and playful approach to directly address the exchange that people
have. Anyone, who has sat down at a restaurant and casually ordered a soft drink (certain cola) by name
know well the situation that rolls out between the customer and the restaurant wait-staff: The waitstaff,
by rote after thousands of similar exchanges, asks “Is Pepsi OK?” (as a substitute for cola). It’s such a
ubiquitous scene in our daily lives that it has transcended the Cola Wars of the 1980’s and streamed
steadily onward into the Internet Age as part of meme culture. And Pepsi, it seems, has had enough.

In the commercial viewers quickly learn that when it comes to Pepsi, it is so much "more than OK!"

Pepsi VP of marketing, Todd Kaplan, said in a statement “We felt that it was time to address this
question head-on, by celebrating our fans, our valued restaurant partners, and our core consumers by
unapologetically letting everyone know that Pepsi is way more than OK.”