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pepsi turns restaurateur, to serve up some buzzpepsi turns restaurateur, to serve up some buzzpepsi turns restaurateur, to serve up some buzz

by:Grade     2020-01-02
NEW YORK —
Behind the black door, the restaurant, once a trendy New York restaurant, has been stripped of concrete bones.
Wires and Cables meander along the floor.
The lights on the ceiling flashed in the dark.
There is no trace of the brand behind the decoration: Pepsi.
Pepsi, known for its drinks, is now entering the military restaurant business. The 5,000-square-foot space —
In the same block as Chelsea\'s Milk Studio (
Pepsi insists it exists in ultra-trendy meat.
Packaging area)—
Will be a restaurant-bar-
The event space the company hopes will become a social center and testing place for new products.
\"It\'s not pop music.
Seth Kaufman, chief marketing officer for Pepsi\'s North American beverages, said.
\"This is something much bigger than this.
Kaufman said he wanted the Cora House to provide a \"quality experience\" for visitors, for which it would not be labeled Pepsi and would not be filled with Pepsi products.
Everything at Kola House will be centered on kola nuts, a bitter fruit with caffeine and named after a cola drink.
In fact, Pepsi is trying to sell its products without selling them.
For a space still under construction, Kaufman seems ambitious.
But his vision reflects how brands try to connect with consumers in addition to TV commercials and online advertising.
Kola House is designed for the social media era.
Pepsi\'s goal is to make tourists --
Particularly influential.
Will talk about Kola House on Facebook and Twitter and post pictures on Instagram.
\"People consume content at a speed we \'ve never experienced,\" says Mauro Porcini, head of design at Pepsi . \".
\"That\'s why these companies need to activate off-in these conversations-
Line up in the best way.
\"Consumer companies that open stores in the hip region are trying to look more marginal and unique, says Alan Adamson, a brand expert and former North American chairman of Landor Associates, a global brand company.
However, the danger of a big mainstream brand like Pepsi is that it looks more like a dad at a high school party than a member of the cool kids club.
\"They may be in the right place, but just because they are with the right brand doesn\'t mean they will attract the right public opinion,\" Adamson said . \".
New York Times ServiceNEW York
Behind the black door, the restaurant, once a trendy New York restaurant, has been stripped of concrete bones.
Wires and Cables meander along the floor.
The lights on the ceiling flashed in the dark.
There is no trace of the brand behind the decoration: Pepsi.
Pepsi, known for its drinks, is now entering the military restaurant business. The 5,000-square-foot space —
In the same block as Chelsea\'s Milk Studio (
Pepsi insists it exists in ultra-trendy meat.
Packaging area)—
Will be a restaurant-bar-
The event space the company hopes will become a social center and testing place for new products.
\"It\'s not pop music.
Seth Kaufman, chief marketing officer for Pepsi\'s North American beverages, said.
\"This is something much bigger than this.
Kaufman said he wanted the Cora House to provide a \"quality experience\" for visitors, for which it would not be labeled Pepsi and would not be filled with Pepsi products.
Everything at Kola House will be centered on kola nuts, a bitter fruit with caffeine and named after a cola drink.
In fact, Pepsi is trying to sell its products without selling them.
For a space still under construction, Kaufman seems ambitious.
But his vision reflects how brands try to connect with consumers in addition to TV commercials and online advertising.
Kola House is designed for the social media era.
Pepsi\'s goal is to make tourists --
Particularly influential.
Will talk about Kola House on Facebook and Twitter and post pictures on Instagram.
\"People consume content at a speed we \'ve never experienced,\" says Mauro Porcini, head of design at Pepsi . \".
\"That\'s why these companies need to activate off-in these conversations-
Line up in the best way.
\"Consumer companies that open stores in the hip region are trying to look more marginal and unique, says Alan Adamson, a brand expert and former North American chairman of Landor Associates, a global brand company.
However, the danger of a big mainstream brand like Pepsi is that it looks more like a dad at a high school party than a member of the cool kids club.
\"They may be in the right place, but just because they are with the right brand doesn\'t mean they will attract the right public opinion,\" Adamson said . \".
New York Times ServiceNEW York
Behind the black door, the restaurant, once a trendy New York restaurant, has been stripped of concrete bones.
Wires and Cables meander along the floor.
The lights on the ceiling flashed in the dark.
There is no trace of the brand behind the decoration: Pepsi.
Pepsi, known for its drinks, is now entering the military restaurant business. The 5,000-square-foot space —
In the same block as Chelsea\'s Milk Studio (
Pepsi insists it exists in ultra-trendy meat.
Packaging area)—
Will be a restaurant-bar-
The event space the company hopes will become a social center and testing place for new products.
\"It\'s not pop music.
Seth Kaufman, chief marketing officer for Pepsi\'s North American beverages, said.
\"This is something much bigger than this.
Kaufman said he wanted the Cora House to provide a \"quality experience\" for visitors, for which it would not be labeled Pepsi and would not be filled with Pepsi products.
Everything at Kola House will be centered on kola nuts, a bitter fruit with caffeine and named after a cola drink.
In fact, Pepsi is trying to sell its products without selling them.
For a space still under construction, Kaufman seems ambitious.
But his vision reflects how brands try to connect with consumers in addition to TV commercials and online advertising.
Kola House is designed for the social media era.
Pepsi\'s goal is to make tourists --
Particularly influential.
Will talk about Kola House on Facebook and Twitter and post pictures on Instagram.
\"People consume content at a speed we \'ve never experienced,\" says Mauro Porcini, head of design at Pepsi . \".
\"That\'s why these companies need to activate off-in these conversations-
Line up in the best way.
\"Consumer companies that open stores in the hip region are trying to look more marginal and unique, says Alan Adamson, a brand expert and former North American chairman of Landor Associates, a global brand company.
However, the danger of a big mainstream brand like Pepsi is that it looks more like a dad at a high school party than a member of the cool kids club.
\"They may be in the right place, but just because they are with the right brand doesn\'t mean they will attract the right public opinion,\" Adamson said . \".
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