You know that saying ... "wherever you go, there you are?"
Well, I would like to amend that. It should be "wherever you go, there you are and also, there is Pepsi."
Two things have a stronghold on SEA culture and branding like I have never seen. The first is 7 Eleven. Here, a 7 Eleven is a grocery store, liquor store, restaurant, landmark and local hang out. They are everywhere. Whoever brought 7 Eleven to Thailand and all of South East Asia is a very, very rich person.
The second thing that has a tight grip on marketing and general brand presence is Pepsi.
This is humorous to me because in total, I - and so very many of my former work colleagues - have spent years of my life thinking about this brand. I've thought about market penetration, building consumer affinity, consumer messaging and incentives, loyalty programs, the tone and beat of music used in brand advertisement, celebrity talent filters, brand filters, the exact PMS colors for the the red, white and Pepsi blue used in the brand marks, how someone holds a can as to not cover the text (three fingers vs two) and, I've even thought about the noise the can makes when you open it.
So, as I left the USA, pushing thoughts of work - past, present and future out of my mind - you can imagine my surprise when everywhere I went, there Pepsi was. I couldn't believe it. I wanted to yell out to people holding a Pepsi. "Are you living for now?" "How's your summer going? Is it real? Is it big?"
I laughed with every new street corner that was branded Pepsi because it. is. everywhere. You couldn't have more brand visibility if you tried. Big glossy ad placements abound but so does signage in smaller, rural locations. So, below are a few of the highlights, proving that everywhere I've been (literally everywhere) every single person, village, and hillside stand seems to be, out of the blue, living for now and having a real big summer.