Pepsi is going all unconventional and artsy on us.
They're introducing a new beverage called Tava with websites, music downloads, "brand experiences", blah, blah, blah. In other words, the the full pantheon of over-priced, under-performing, traditional "non-traditional" marketing gimmicks.
They'll be giving free samples to employees of Apple, Google and MTV. Dude, how cool is that? But wait, there's more. They'll also be giving it away at the -- are you ready -- Sundance Film Festival! Oh my God! Mega-double-extra-wicked cool!
Pepsi's agencies are making marketing mistake number one. They're marketing to themselves.
Tava will either fail or be on tv next year. You heard it here first.