Never settle for sloppy copy. Those last minute edits can end in a whole world of trouble.
Back in the '90s, branded merch was all the rage, something that soft drink giant Pepsi cottoned onto, prompting it to begin one of the biggest campaigns of all time – aptly named Pepsi Stuff. The basic premise was, consumers bought Pepsi goods, collected points and could trade them in for a bunch of, well, stuff. Sounds simple, right?
In case you hadn't yet heard, no, not simple at all. It actually turned out to be one of the biggest marketing disasters of the modern age – and it was all because of an aesthetic choice made on the editing room floor regarding a couple of zeros. This tale proves the importance of spot-on copy and careful ad choices .
In case you haven't heard the story, here goes. Pepsi created a tiered system of goods, from hats to mountain bikes, and consumers could claim the merchandise for specific amounts of Pepsi points. The company created a fast-paced advert and inserted a light-hearted joke, just for kicks – if you collected enough points, you could claim a Harrier Fighter Jet. A real one, valued at $34.7 million.
The advert has text at the bottom to show how many points folk needed to claim each goody. And during the 'joke' portion of the ad, the small print explained you would need seven million points to get the jet. But unfortunately for Pepsi, one plucky individual decided seven million was totally doable, collected the points and then sued Pepsi when they refused to pay out the jet.
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