Pepsi Supersonic Collaboration: $500M Marketing Campaign

Okay, here’s a breakdown of the data from the provided text, focusing on Pepsi’s involvement with aviation adn the Concorde specifically:

Pepsi and the Concorde (“Pepsi Max Concorde”)

* Paint & Performance: Pepsi leased a Concorde and had it painted in Pepsi colors. Though, the standard specialized white paint used on most Concordes (too radiate heat) was not used on the Pepsi jet. This led to a notable decline in performance.
* Speed Restriction: Because of the paint issue, the Pepsi Concorde was advised to not fly at top speed for more than 20 minutes.
* Still Fast: Despite the restriction, it could still reach Mach 1.7 (1,304 mph) indefinitely – more than twice the speed of most modern commercial planes.
* Route Adjustment: Air France flew the Pepsi Concorde on a shorter route that didn’t require it to reach top speed, mitigating the performance issue.

Other Pepsi Aviation Ventures

* Space Advertisement: Pepsi launched an advertisement shot in space, featuring cosmonauts on the Mir space station unveiling a large Pepsi can replica during a spacewalk. The cost was estimated between $5 million and $300 million.
* Pepsi Points Promotion: pepsi introduced a rewards program (“Pepsi Points”) where customers could redeem labels for merchandise. This promotion later became controversial (the text doesn’t detail the controversy yet, it cuts off mid-sentence).

In essence,Pepsi used the Concorde as a high-profile marketing tool,but the branding change had unintended consequences for the aircraft’s performance. They also engaged in other, more extravagant (and expensive) aviation-related marketing stunts.