Monthly Archives: May 2008

Memorable Isn’t Always a Good Thing

I recently came across this old print ad for Pepsi X Energy, and I was surprised that Pepsi would want to be associated with the images portrayed above. I recognize Pepsi was trying to create a memorable, humorous message that the energy drink’s target market (college-aged students) can relate to; however, pictures of drunk, passed-out, young adults at parties should not be an image the company wants to be attached to.

Is the ad memorable? Yes. Is it funny? Perhaps to some. Is it tasteful? No. Is it incredibly creative? Not really. Although the Pepsi X Energy “Don’t sleep at the party” ad may be memorable, I don’t think it’s unforgettable in a good way. Developing a brand message that caters to your target market is important, but it’s safe to say that if my grandpa saw this ad, he would be sickened, and his view of Pepsi as a whole would be tarnished. Yes, I have peers who would find this ad funny and relate to the message, but I think it’s offensive to more people than not. A classier representation of “don’t sleep at the party” could, in my opinion, have been wittier and less insulting.

The message portrayed in the ad is not one I would want to be connected to if I were Pepsi. Maybe that’s why the product wasn’t successful. What are your thoughts? Am I overreacting? Is the ad in fact memorable in a good way?


Job Seekers Gravitate Toward Socially Responsible Companies

I graduate in five weeks, and I’m on the lookout for a job in the public relations field. Call me picky, but before I fire my resume off, a company has to pass a test: it must be socially responsible. And I don’t just mean green. In my opinion, companies have a role to play in fostering human rights, supporting philanthropies, preserving the environment, embracing cultural diversity, and treating their employees well. Corporations can’t act as isolated economic entities detached from broader society.

I’m not alone in believing so. According to a recent study by Care2, 73 percent of workers said it was “very important” to work for a company they believe is socially responsible. In addition, 48 percent of employees say they would work for less pay if they could work for a socially responsible company. Finally, 35 percent report having actually left a company because they believed it was not socially responsible.

Socially responsible companies more often than not enjoy an enhanced reputation, increased customer loyalty, improved employee morale, and greater support from investors.

How important is it for you to work for a socially responsible company? If it ranks high on your priority list, check out Care2 JobFinder. It’s the world’s largest listing of jobs at eco-friendly, socially responsible, and nonprofit organizations.