Interview with Wallstreet Journal
by Tim Wolters March 11, 2008Robin did an interview with the Wallstreet Journal regarding coca-cola and superbowl advertising. You can check it out here, and I’ve included a short excerpt below.
Questions for Hal Curtis
And Pio Schunker
By SUZANNE VRANICA
March 11, 2008 3:36 p.m.
Super Bowl Sunday may have been five weeks ago, but marketers are still trying to evaluate just how well their commercials preformed during the game.A new study released this week shows Coca-Cola’s Super Bowl ad staring Charlie Brown was the most talked about ad online two weeks after the gridiron matchup, according to Collective Intellect, a company that analyzes blogs to see what people are posting online about products and brands.
The Coke spot, set at the Macy’s Thanksgiving Day Parade, features Stewie and Underdog balloons fighting over a huge Coke balloon. The two characters bounce around the New York skyline bumping up against office and apartment buildings. The twist: the two are outdone by Charlie Brown, who swoops in and grabs the beverage. The spot cost about $2.3million to create, according to a person familiar with the matter.
Robin Seidner, the director of marketing for Collective Intellect, says Coke’s ad had 350 blog post the day after the game, while Pepsi’s ads had 250 posts. Some ad executives believe the spot has a good shot of winning an award at the Cannes Lions festival, which is the most prestigious honor in the industry. It’s something new for the Atlanta beverage giant, which has been hampered by a lack of sizzle when it comes to its advertising in the past few years. Coke has struggled to create ads that please the younger set and at the same time don’t turn off older consumers.
