If I had to choose, I’m more of a Coca-Cola girl than a Pepsi girl. Not to drink though, just in terms of their advertising. The Christmas truck ads (even if AI this year), the classic “I’d like to buy the world a Coke” from 1971 and, personal favourite, Diet Coke Break from 1996. Watching buildings being constructed was suddenly more interesting.
However, it was one of Pepsi’s ads that has inspired the revamp of opening website copy on the Palmer Owen Home page. I don’t remember seeing it at the time as I was only 7 in 1978 but have loved it ever since I did. You might remember that it went.. “Lipsmackin thirstquenchin acetastin motivatin goodbuzzin cooltalking highwalking fastlivin evergivin coolfizzin… Pepsi”
Each phrase rolled out bold, centre stage of the screen as the voiceover says them; with the coolest backing music of the time. Immediately followed up by the sound of explosive crashing waves as a Pepsi is poured over a glass full of ice. A cliche now maybe but not at the time. And imagine experiencing that on a big screen at the cinema as a kid. Cue.. MUU-MMMMMMM, I’M THIRSTY! The words, carefully selected to sum up the effect of Pepsi, as well as those that mirrored the brand’s values at that time.
The words that I’ve used, however, less fast livin’ and fizzy related maybe but just as refreshing in terms of website copy, neatly sum up everything that Palmer Owen does. They are placed so the overall effect, like the ad, have a rhythm. Sing-songy. A rap even.. more Louis Theroux than Snoop Dogg though. But, the words also work in their own right without any knowledge of the ad. I’m sure it’s been done before and it’ll be done again, but, I couldn’t resist paying homage to that timeless advert.
So, what’s the reason I’ve renewed the wording you ask? Well, the wording needed rethinking as my work is, as ever, about design and ideas and all things print and digital. But, increasingly, storytelling is in the mix. So I wanted that emphasised right from the Home page of the website.
The resulting copy, a mini story with a lot of bottle and “maximum taste.”
Written by Laura Palmer, Creative Director
Branding, Content & Digital Marketing, Cambridgeshire 