Module 6 Discussion: REI and Pepsi: Case StudiesNo unread replies.No replies.This week we look

Module 6 Discussion: REI and Pepsi: Case StudiesNo unread replies.No replies.This week we look at two marketing campaigns, one deemed a success, one faced a considerable backlash. The key is to understand why one worked, and one did not work.
REI OPTOUTSIDE
“This is a story about how REI would take a risk by forgoing sales on the biggest shopping day of the year to express their brand beliefs, all in service of reinvigorating the relationship between the brand and the future of the outdoor community. The campaign put the brand at the heart of a cultural conversation and would change the way that brands and retailers act during the holiday shopping season. More importantly, #OptOutside would play a major role in adding over 1 million new members to the REI co-op, ensuring the brand’s success for generations to come.” (aaaa.org/ 2016)
Video Source: https://www.youtube.com/watch?v=aP5wStreQ4o