MUMBAI: In a unique event, Pepsi and Converse, two brands that share a taste for the avant-garde approach to music in marketing, will come together for the first time at MIDEM, in Cannes. During the “Images and Brands” conference on 25 January, Geoff Cottrill, Chief Marketing Officer of Converse and Frank Cooper III, SVP Chief Consumer Engagement Officer of PepsiCo Americas Beverages, will discuss their respective music strategies with Rob Stone, co-CEO of the Cornerstone Agency, specialists in the association of brands and pop culture. The debate will provide valuable insight into the new business models that bring
together brands and music.
How can music help build a strong brand image? How can a brand offer visibility to an artist and open fresh outlets for the music industry? Which are the most fruitful synergies? With a wealth of expertise behind them and drawing on their respective campaigns, the three experts will expand upon the development of innovative partnerships between two industries. The most recent initiatives developed by the two companies are explicit examples of this major challenge.
Although Pepsi and Converse are pursuing the same youth market, their strategies in terms of music are distinct. Since the development of rock and roll in the 1960`s, Converse has built a strong brand following many music fans by associating itself with some of the biggest rock names in the industry. The “Connectivity” campaign, launched to celebrate the brand`s centenary, is the best example of this strategy. PepsiCo has chosen to support creativity by investing in Green Label Sound, the label belonging to its Mountain Dew brand dedicated exclusively to singles available for free download.
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New this year:
* MidemNet for free! – Access to the cutting-edge digital business conference included in MIDEM registration.
* MidemNet Lab: Discover the latest business innovations through a selection of 15 promising music start-ups chosen by a jury of highly successful entrepreneurs.
* MIDEM+ – Innovative networking solutions and one-on-one expert guidance to boost business efficiency.
* Redesigned exhibition zone – Networking, knowledge and open meeting places right at the heart of the market.
* The Fringe – A friendly and efficient manner to showcase artists to the world.
