How important is Surprise in modern marketing? So important that some legacy brands are making it systematic.
Pepsi, for example, is "refocusing itself around the concept of 'sustainable discovery'."
Translated to people talk, they're building Surprise into their consumer face.
As per Brandweek, the brand's bottles, cans and cups will soon have--count 'em--35 new looks EACH. (Holy jeez...if you're one of those obsessive collectors, re-mortgage the house!) And each will be emblazoned with web addresses for exclusive content, contests, games and other mishegass. (Check out three examples below, and 32 more at the company's Can Gallery).
Expanding the traditional role of a soft-drink, every Pepsi touchpoint now becomes a key to an adventure. What's more, each brand has a more extensive wardrobe, and a greater selection of "looks," than Cher.
"What we found is young people are embracing change and constantly exploring for the next big thing," said James Miller, director of the Pepsi brand. "We need to deliver that on an ongoing basis."
...or as we call it here at Surprise Central, the "Constant Search For New Extremes."