The Homa Files

Takeaway: PepsiCo’s Amp Energy drink has come out with an iPhone application that gives men tips on how to seduce women.  Huh ?

It’s no surprise that PepsiCos’ brands are moving into the digital space, as most brands nowadays have some sort of Facebook page or iPhone app. But by doing something so gratuitously over-the-top, could Amp’s message harm the image of PepsiCo’s other products? Probably not, since many of their brands have an “edgy, young and fun” positioning.

However, with the information available to consumers, it’s only a matter of time before someone realizes Amp is brought to them by the same company that sells Life cereal. And while Mikey may like the app, we’re not so sure mom will.

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Excerpted from BrandWeek, “Pepsi Brand App Comes With NC-17 Rating” by Brian Morrissey, October 9, 2009

PepsiCo’s Amp Energy drink is looking to connect with young men by providing what might be the ultimate utility for the target audience: ways to score with women.

The “Amp Up Before You Score” iPhone application gives dudes various pickup lines and background info through digital flip cards for 24 different types of women, ranging from “rebound girl” to “treehugger” to the now ubiquitous “cougar.”

The app description page on iTunes warns of (promises?) profanity, crude humor and suggestive themes. Amp Energy targets men 18-24.

The Amp app suggests nearby motels, displayed on a Google Map, for rendezvous with married women. For “indie girls,” the app pulls in content from Under the Radar magazine and plots out nearby thrift stores.

Edit by JMZ

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Full Article:
http://www.brandweek.com/bw/content_display/news-and-features/digital/e3id3d058ba458918f0aee67a2b41453db2?imw=Y

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Follow-up article from WSJ:
http://online.wsj.com/article/SB10001424052748703790404574471522737925470.html?mod=WSJ_hps_MIDDLEForthNews

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This entry was posted on October 14, 2009 at 7:36 am and is filed under Internet - Soc Networking, Mktg - Brands, Mktg - Promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.