ONE-TO-ONE MARKETING: Direct choice - Pepsi

Pepsi has continuously sustained its energetic and cool brand image globally through its communications.

Its recent web 'dancing' campaign, which is a new, aggressive move, is part of its effort to build a long-term relationship with its customers across China.

However, firstly, I think the continuous repeat of the same 'dancing' page is anything but innovative when it comes to customer involvement.

By designing the game in a more rewarding way, such as through the build up of an 'upgrade system', would have been a smarter option.

Secondly, the brand association could have been stronger. The 'energy and refreshment' people get should be a result of drinking the cola, not from just opening the can.

The overall art direction looks a bit dry. A bolder and more striking image would have stimulated the right response from the audience.

All in all, Pepsi Man, a classic PlayStation game, is a good benchmark for the producer to experience and test the online medium. My final recommendation is for Pepsi to fully unleash the power of the celebrities shown in the online campaign.