• Admin

Stanley's corporate side

It was incredible to witness and be a part of St. Louis going bananas during the Blues playoff run. Seeing life-long fans realize a dream alongside thousands and thousands, who irregularly followed the sport at best, was magical. While #PlayGloria made for an energizing rallying cry.

With so much attention though pointed in one direction comes disingenuous opportunism. One example is a highway billboard I saw the other day with an image of the hard-to-miss Stanley Cup next to a can of Pepsi can saying, “Cheers to the champs”.

While I appreciate the well-wishes the first thought that came to mind was, “what a hollow statement”. Should the Bruins have won the tournament, I imagine a near identical billboard would have appeared in Boston. At least for me, the hollow nature of this statement comes from the fact that I am not aware of any other actions Pepsi has done as a company that this feel like anything more than a one-off. The reason we are seeing this ad though is when Pepsi signed on with the NHL as a North American Partner, this was part of the deal. They had a certain amount of access to use the cup's imagery because they paid for it. In her research, Brené Brown reminds us that trust at both an individual and business-level is earned through multiple small actions rather than one big one. While I don’t believe people at Pepsi, perhaps other those that are Bruins fans, have bad feelings for the Blues, I also don’t believe that the brand itself cares one way or another about the team. What the brand cares about is sales and by standing next to a feel-good moment, they hope to capitalize.

That said when another of the NHL's North American Partners, Enterprise Rent-a-Car, ran a video ad after the Blues won, it both emotionally resonated with me and felt genuine.

I acknowledge that a video can say a lot more than a static billboard but also being the home of Enterprise, the amount of money and energy the company has invested in our town is exceptional and has taken place over a long period of time. I cannot speak in totality to the company’s actions. If Boston had won might the company have run a similarly emotional ad? I do not know but in St. Louis Enterprise’s actions over time have earned it trust that Pepsi does not have here in my opinion.

Pepsi's ad shows us more of a value-aligned marketing approach whereas Enterprise shows us one that is more values-aligned.

Go Forth Boldly

27 views0 comments

Recent Posts

See All

Finding the patience and practice to write

Over the past several years I’ve battled adopting the identity of a writer. One thing that keeps me from this is the constant tug-of-war between actually writing and not feeling like taking the time.

Why today is the perfect day to try something new

The other day I took part in the second session of David Whyte’s Courage in Poetry workshop and he talked about some of his work in the corporate sector. He said it is not uncommon to find people ther