Pepsi To Take People For A Ride

The thing about out-of-home advertising is it can’t be avoided. You can’t click away or turn the page. So brands love it. Now, more than ever.
According to Business Wire, Pepsi is entering a 10-year tenant/naming rights agreement with Meadowlands Xanadu–the most expensive mall project ever conceived–to create a 287-foot-tall “Pepsi Globe,” a.k.a. Ferris Wheel in northern New Jersey.
“The Pepsi Globe will be an instant landmark – the signature attraction heralding the premiere entertainment and shopping destination in the country,” said Laurence Siegel, President, Meadowlands Development, the creators of Meadowlands Xanadu.
The Xanadu opportunity was brought to Pepsi by brand energy agency Protagonist, led by Matti Leshem. “Matti’s been a terrific partner. He didn’t just make the introduction, he’s an integral part of developing the ride, from creating an interactive experience inside the capsules to building Globe-shaped recycling bins for placement throughout the venue,” said Kristina Mangelsdorf, director of marketing for Pepsi.
A ride in the Pepsi Globe will last approximately 25 minutes and offer sweeping vistas of the New York skyline and the Hudson River.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.