Meeting with Nour Eldesouky (Student)-

20240223_12551 am-Meeting Recording

February 23, 2024, 1:25AM
8m 51s

Nour Eldesouky (Student) 0:04

Hello Mark, how are you?
I would like to ask you a few questions.

Mark Morgan 0:09

Yes, please go ahead.

Nour Eldesouky (Student) 0:13

Have you seen Pepsi’s new campaign “You probs prefer Pepsi” If so, what did you
think of it, and how did it catch your attention?

Mark Morgan 0:21

Yes, I believe I saw the commercial recently and I liked it.
I thought it was to the point and straightforward.

Nour Eldesouky (Student) 0:31

Where did you encounter Pepsi's new campaign?

Mark Morgan 0:35

I believe I encountered the campaign while casually scrolling on social media.
It just popped up on my screen during my browsing.

Nour Eldesouky (Student) 0:48

How often do you come across Pepsi's digital advertisements or contacts?

Mark Morgan 0:54

I would say over once or twice a day at least, either through social media or TV.
Nour Eldesouky (Student) 1:07
What type of digital content you find most engaging when it comes to pepsis
marketing?

Mark Morgan 1:14

I think the most effective way for Pepsi to market these days is to create short videos
such as this one, to become a straightforward and to the point for the audience
today.

Nour Eldesouky (Student) 1:28

Have you ever shared or interacted with Pepsi's digital content?
If yes, what motivated you to do so?

Mark Morgan 1:35

Yes, I definitely have interacted with the with the commercials at some point, I'd see
a Pepsi commercial, for example, and all the fast food and have Pepsi as my
beverage for exams.

Nour Eldesouky (Student) 1:50

How does Pepsi's campaign affect your impression of the brand and its personality?

Mark Morgan 1:57

The campaign gives me an idea of what the brand is trying to do, how to evolve and
how they're trying to adapt to today's audience.
I think they're trying to make their messages short and simple because of the
audience these days.

Nour Eldesouky (Student) 2:18

Do you think Pepsi's new campaign is consistent with its brand identity and values?

Mark Morgan 2:24

Yes, of course.
I think Pepsi is always trying to be two or three steps ahead of the competition.
So in this case they try to reach the audience in different ways and to connect with
them in the multiple in a variety of ways.

Nour Eldesouky (Student) 2:43

How do you evaluate the performance of Pepsi's new campaign?

Mark Morgan 2:48

I would say it's very effective.
From my point of view, I don't think it's one of Pepsi's best commercials or
advertisements.
However, it is very straightforward and I would get the message across very easily.

Nour Eldesouky (Student) 3:07

What influence do you think this campaign has on your consumption habits and
preferences?

Mark Morgan 3:13

I think it's very conflicting because it makes me it makes me curious to what the
different kinds of kinds of Pepsi beverages would taste like in this case.
So in this case we have Pepsi Max and it makes me want to try it as much as the
people would would like other than myself.

Nour Eldesouky (Student) 3:39

Have you noticed any personalized content from Pepsi in this digital campaign?
How did it make you feel?

Mark Morgan 3:45

Of course, I think when I actually think about it, I realized that Pepsi are trying to
reach a young audience and especially in the UK where they want people to relate
and try new things such as Pepsi Max.

Nour Eldesouky (Student) 4:05

Do you think Pepsi effectively targets specific consumer segments through their
digital channels?
Mark Morgan 4:12
I think that's one of the main points of Pepsi's marketing campaigns, for example, on
social media especially, they make their videos or their advertisements short and
concise so that they get the points across without without becoming a a bug to the
audience when they're watching the commercials, for example.

Nour Eldesouky (Student) 4:38

What actions do you take after seeing Pepsi's new complain?

Mark Morgan 4:43

I keep them in mind, like when I see a Pepsi campaign, for example, I subconsciously
keep Pepsi in mind for my next beverage order.

Nour Eldesouky (Student) 4:57

Have you ever acted on any of these CTA's?

Mark Morgan 5:03

I believe I have definitely during a soccer match or a football match,
and I'd order maybe a Pepsi to go with, just to casually watch my football games with
the Pepsi alongside me.

Nour Eldesouky (Student) 5:21

Does this digital campaign evoke any emotions in you? If so which ones?
which ones does it make?
You laugh, smile, curious, or something else.

Mark Morgan 5:31

I would say it makes me curious, as I said before, it makes me want to try New Pepsi
products, especially Pepsi.
Max, it makes me also want to become a part of the Pepsi family where I try all these
different products and be one of the people that can try new things.
Nour Eldesouky (Student) 5:56
How important is emotional appeal in influencing your perception of the brand?

Mark Morgan 6:02

I would say it's very important, especially in the beginning, like when I was younger,
the Pepsi was a big, big hit at the time where they'd make commercials with
celebrities and well known faces that would connect to the younger audiences.
I'd say that there are emotional connection makes me know
Like, how Pepsi would evolve in the future.

Nour Eldesouky (Student) 6:32

How does Pepsi's new campaign, compared to other beverage brands marketing
efforts in terms of creativity, humor and impact?

Mark Morgan 6:42

I would say Pepsi always has the edge of being one of the most well known brands
around the world.
So in this case, they always have the brand awareness to their side.
However, they always are trying to think 2 steps ahead and become an innovative
marketing campaign at all times.

Nour Eldesouky (Student) 7:06

Are there any areas where Pepsi has an edge over its competitors?

Mark Morgan 7:11

I think obviously brand awareness is where Pepsi excels, where everyone in the world
thinks Pepsi can always depend on Pepsi in terms of quality and consistency.

Nour Eldesouky (Student) 7:30

What improvements or changes would you like to see in Pepsi's future marketing
campaigns?

Mark Morgan 7:37

I would love it if Pepsi would bring back the old storytelling commercials where they
have well known celebrities play the roles of.
For example.
A well known celebrities would be casually walking around drinking Pepsi and that
would cause the connection between the commercial and the audience.
I think that would be a great addition.

Nour Eldesouky (Student) 8:07

How can Pepsi in hints?

Mark Morgan 8:14

I think Pepsi already knows how to engage.
They just need to know how to adapt to the audience today because of the excessive
use of social media.
I think a lot of people don't have the patience to watch through a whole commercial,
so I think maybe making short videos is the best way to go around these days.

Nour Eldesouky (Student) 8:42

Once again, thank you so much Mark for this interview.

Mark Morgan 8:46

Thank you, Nour.
It was a pleasure.

Nour Eldesouky (Student) stopped transcription