Boosting Brand Visibility: Pepsi's Strategic Partnership with James Bond in the Upcoming Movie

In this document we will discuss about Boosting Brand Visibility and below are the summary points of this document:- The report discusses the potential marketing plan for Pepsi to promote its beverages by being featured as a brand in an upcoming James Bond movie. Pepsi is a popular cola brand with a wide audience, and its inclusion in a Bond film is expected to attract more consumers. The report highlights the benefits of co-branding between Pepsi and the James Bond brand, such as visual placement in the film and the use of Pepsi by characters in the movie's plot.

Running head: BRANDS AND BRANDING
Brands and Branding
Name of the Student
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Executive Summary
Pepsi is one of the largest and most popular cola brands in the world. James Bond ranks as
one of the most favorite movie characters in the world today, having universal appeal like
none other. This report prepares a marketing plan based on detailed situational analysis that
can be used by Pepsi in order to promote its beverages upon being used as a brand in the
upcoming James Bond movie to be released by Eon Productions in the UK in 2019. Given
the wide popularity of both Pepsi and Bond, the former is certain to find more takers than
usual for its beverages upon being used in the next Bond movie.

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Table of Contents
Introduction................................................................................................................................2
1. External Environment Analysis and the Value of being a Part of the Bond Brandscape...2
1.1. About the Brand – Pepsi..............................................................................................2
1.2. PESTEL Analysis........................................................................................................3
1.3. Value of the Bond Brandscape....................................................................................4
2. Benefits of the CO-Branding Opportunity for Pepsi and for the James Bond Brand.........4
2.1. Benefits of being Placed Visually in the Film.............................................................4
2.2. Duration of the Brand on the Screen...........................................................................5
2.3. Use of the Brand Pepsi by Characters in the Movie and its Role in the Main Movie
Plot 5
3. Brand Placement Strategy...................................................................................................6
3.1. Competitive Positioning..............................................................................................6
3.2. Marketing Mix.............................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
James Bond is one of the most sought after and appealing names for brand managers
in each and every part of the globe, given the huge revenue that a single Bond film is capable
of generating immediately upon its release. James Bond films have takers among movie goers
of every age, and marketing a brand that is to be used and promoted in EON’s production’s
next Bond film, slated for release sometime in 2019 is a matter of a huge privilege. Pepsi, is a
brand that is undoubtedly suitable for being used and promoted through a Bond film. It is one
of the most popular beverages in the world, and will be sure to target an even wider audience
than it is able to at the moment, if it is seen being consumed in a Bond film. There can be
nothing that is more likely to induce a cola fan to buy plenty of Pepsi than to see this drink
being consumed by none other than James Bond, while he engages in his devious espionage
activities. This report prepares a marketing plan based on detailed situational analysis as to
how Pepsi as a cola brand can be marketed and promoted through EON Production’s next
Bond film in the UK in 2019.
1. External Environment Analysis and the Value of being a Part of the
Bond Brandscape
1.1. About the Brand – Pepsi
Pepsi is one of the largest and most well-known cola brands in the world and it has made
its way into the UK market from America from the end of the 1980’s and early 1990’s. This
is a drink that comes with a fizzy taste and is hugely popular among people of all ages, young
and old alike. Pepsi in the United Kingdom has diversified of late into a variety of different
categories such as Pepsi Max, which contains no sugar in it, Pepsi Ginger and Pepsi Cherry,
offering customers different flavors to choose from when they purchase their favorite drink
(Van Doorn and Miloyan 2018).

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1.2. PESTEL Analysis
Political Environment – The United Kingdom, comprising of England, Wales and Scotland
stands to be one of the most powerful and most prominent countries in the whole world.
Political stability is something that this country was known for, for a very long time.
However, in the recent past, the occurrence of Brexit has generated a good deal of political
uncertainty. The government actively encourages foreign direct investment though, and tax
rates are relatively low, which is why marketing an international brand like Pepsi through a
James Bond film, is certain to succeed rather than fail (Jensen and Snaith 2016).
Economic Environment – Although the United Kingdom is quite well placed economically
on a global level, the inflation rate in the country has been quite high since 2017. Wages
remain static, while the prices of goods and services have increased significantly. Yet the
average purchasing power of people in the United Kingdom is sufficient for them to afford a
cola beverage like Pepsi as and when they desire it, even if not very frequently (Martin et al.
2016).
Social Environment – The United Kingdom is a country that is known for its
multiculturalism with people of diverse ethnic backgrounds residing here. The diversity of
UK’s social fabric, comprised of white people, Asians, Africans and Latin Americans is
certain to work well for a global brand like Pepsi, especially when it is seen being used in a
movie as popular as a James Bond movie (Hopkin and Shaw 2016).
Technological Factors – The United Kingdom is technologically advanced, with mobile
apps and internet marketing options being frequently used for the promotion of good and
services. A beverage like Pepsi can be easily made accessible to a UK target audience using
online marketing facilities and mobile app shopping services, with customers being in a

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position to order for a bottle or two from the comfort of their homes, right after they see their
favorite star James Bond drinking the same, in a movie scene (Hopkin and Rosamond 2018).
Environmental Factors – The weather conditions in the United Kingdom are quite
challenging, and the country is not exempt from the adverse effects of global warming. Yet
the weather conditions, in spite of fluctuations and extremity, are suitable for drinking a
beverage like Pepsi, given that it is popular for consumption in both the winter and the
summer months (Gray 2016).
Legal Factors – There are several legal instruments in the United Kingdom that allow
companies to create a working environment that is transformational and productive in nature.
The Employment Act of 1996 is one that protects the rights of employees while the Equality
Act of 2010 is one that is seen to protect people adequately from discrimination. Such
instruments make it possible for a global brand like Pepsi to be adequately marketed in the
United Kingdom, especially upon being used in a movie such as a James Bond film (Martin
et al. 2016).
1.3. Value of the Bond Brandscape
James Bond movies gross very well at the box office, generating sufficient revenue
always, given the massive appeal of the character and the plot lines of the movies. It will
definitely be of great value therefore for a brand like Pepsi, to align itself with a James Bond
movie. People love James Bond and they love Pepsi, and when they see Pepsi used in a Bond
film, they will love and desire this beverage even more than they do at present (Pauwel et al.
2016).

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2. Benefits of the CO-Branding Opportunity for Pepsi and for the
James Bond Brand
2.1. Benefits of being Placed Visually in the Film
The Pepsi brand is certain to benefit a great deal if it is placed in the upcoming James
Bond movie, visually, rather than being spoken about or referred to verbally by the character
of James Bond. The brand value of Pepsi is certain to increase by leaps and bounds if James
Bond is seen drinking a can of Pepsi while he engages in a conversation with his allies, or
when he attends an informal outdoor event during one of his undercover operations. It will do
the brand a lot of good if the audience can actually see James Bond holding a can of Pepsi in
his hands during the movie or a bottle of Pepsi for that matter. Something like this is certain
to make members of the younger generation, especially those who are in their teens and who
are avid fans of James Bond, to want to drink Pepsi at any cost in order to enhance their
personal appeal, something that will benefit the sale of the product hugely (Pauwel et al.
2016).
2.2. Duration of the Brand on the Screen
The character of James Bond should be seen drinking Pepsi for at least five to ten
minutes at a time, and there should be at least four to five scenes in the movie overall, where
he is seen to engage in the consumption of Pepsi. It will not do the brand any good just to
have Bond sip on the beverage once or twice in the course of the whole movie. He needs to
be seen drinking Pepsi on several occasions during the movie, for the brand Pepsi to be truly
connected or associated with the brand of James Bond. Efforts must be made to highlight the
beverage when it is being used by the character of James Bond in the movie, so that the
audience can really see that it is Pepsi that James Bond is drinking and not something else.
The Pepsi logo should be prominently visible in order for the audience to understand that it is

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Pepsi which is Bond’s favorite drink, as far as the upcoming James Bond movie is concerned
(Smilansky 2017).
2.3. Use of the Brand Pepsi by Characters in the Movie and its Role in the
Main Movie Plot
The characters in the upcoming Bond movie that should be seen drinking Pepsi are of
course James Bond himself, and perhaps some of his many female sidekicks or undercover
agents as well. When the audience sees James Bond drinking Pepsi alongside his favorite
women in the movie, then the audience will certainly feel compelled or interested to drink
Pepsi when they are around people they like, admire or are attracted to. The beverage does
not have to be connected to the integral plot of the movie in order for it to score well with the
audience. All that must be done is to make the character of James Bond be seen drinking this
frequently, so that those watching the movie can understand that it is Bond’s favorite drink,
something that he takes recourse to, whenever he wants to feel relaxed and calm, or whenever
he wishes to feel empowered (Hunt 2015).
3. Brand Placement Strategy
3.1. Competitive Positioning
Based on the theory of competitive advantage, the brand Pepsi will be uniquely
positioned in the UK market upon its use in the upcoming Bond film in 2019. Every bottle
and every can of Pepsi will feature the image of James Bond on it, that is, James Bond as
seen in the next specific movie to be released by EON Productions in 2019. Posters of James
Bond drinking Pepsi will be circulated in shopping malls, departmental stores and in cafes,
bistros and even restaurants in UK cities and towns like London, Glasgow and Edinburgh
(Namada 2018).

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3.2. Marketing Mix
Product – The product to be marketed in the next Bond film in 2019 by Eon Productions is
Pepsi. PEPSICO is a global brand, and it is a brand that has a strong base in the United
Kingdom. It will be marketed in the next Bond movie, as this will not only enhance the value
of the brand itself but its global appeal will also do well for the brand of James Bond, a
character that is vastly popular among people of all ages, in much the same way that Pepsi as
a cola beverage is. Both canned Pepsi and bottled Pepsi will be marketed in the film, with the
Pepsi logo being displayed quite prominently in the process (Godey et al. 2016).
Place – The place where the brand is marketed will undoubtedly be the United Kingdom to
begin with, as EON Productions is a UK based company. However, given that James Bond
movies are international in character and given that Pepsi is also a global brand, it is believed
that the use of Pepsi in the next Bond film will do well for the sales of the product not only in
the United Kingdom but in other parts of the world as well (Hudson et al. 2016).
Price – The price of bottled Pepsi and canned Pepsi in the United Kingdom will be kept at an
affordable rate of 3 pounds to begin with. Based on sales, and the value that the Bond image
is able to bring to the beverage, the price of the product can be increased to four or five
pounds later on (Hudson et al. 2016).
Promotion – Social media platforms will constitute a major location for the promotion of the
Pepsi product, especially after it is used in the upcoming Bond film in 2019. Twitter,
Facebook and Instagram will be filled with information and images about the use of Pepsi in
the upcoming Bond film, so that existing customers as well as prospective customers can get
an idea of the enhanced brand value of the product. Special discounts will be offered on the
Bond movie tickets for those who consume the beverage in large numbers or very frequently,

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thus making the brand alliance between Bond and Pepsi quite prominent and significant
(Hudson et al. 2016).
Conclusion
Thus, using Pepsi in the next Bond film by Eon Productions in 2019 can definitely
help in the marketing of both the Pepsi beverage and also the Bond movie, given the
universal appeal of both of the brands. When Pepsi lovers see their favorite Bond hero drink
Pepsi while engaged in his espionage, they will be prompted to go ahead and endorse the
drink even more, while those who have never tried out Pepsi as yet or are not too fond of the
drink, may find a new incentive to give it a try again.

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References
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2016. Social media marketing efforts of luxury brands: Influence on brand equity and
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Gray, T.S. ed., 2016. UK Environmental Policy in the 1990s. Springer.
Hopkin, J. and Alexander Shaw, K., 2016. Organized combat or structural advantage? The
politics of inequality and the winner-take-all economy in the United Kingdom. Politics &
society, 44(3), pp.345-371.
Hopkin, J. and Rosamond, B., 2018. Post-truth politics, bullshit and bad ideas:‘Deficit
Fetishism’in the UK. New political economy, 23(6), pp.641-655
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions
and marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41
Hunt, S.D., 2015. On reforming marketing: For marketing systems and brand equity strategy.
In Does Marketing Need Reform?: Fresh Perspectives on the Future (pp. 77-85). Routledge
Jensen, M.D. and Snaith, H., 2016. When politics prevails: the political economy of a
Brexit. Journal of European Public Policy, 23(9), pp.1302-1310
Martin, R., Pike, A., Tyler, P. and Gardiner, B., 2016. Spatially rebalancing the UK economy:
towards a new policy model?. Regional Studies, 50(2), pp.342-357
Namada, J.M., 2018. Organizational learning and competitive advantage. In Handbook of
Research on Knowledge Management for Contemporary Business Environments (pp. 86-
104). IGI Global.

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Pauwels, K., Aksehirli, Z. and Lackman, A., 2016. Like the ad or the brand? Marketing
stimulates different electronic word-of-mouth content to drive online and offline
performance. International Journal of Research in Marketing, 33(3), pp.639-655
Smilansky, S., 2017. Experiential Marketing: A practical guide to interactive brand
experiences. Kogan Page Publishers
Van Doorn, G. and Miloyan, B., 2018. The Pepsi Paradox: A review. Food Quality and
Preference, 65, pp.194-197