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A suggested first order of business for Pepsi's new India-born CEO once she takes over on October 1: put together a company task force to deal with charges that gave the communist-run state of Kerala in her native country an excuse to shut down the production of Coke as well as Pepsi (News Ticker item, our Home Page) over the alleged contamination of their products by pesticides.
Is it just me, or is there a trend developing toward promotional campaigns that call for more high involvement, that is, participation, on the part of consumers?
Case in Point: Volvo's spectacular treasure-hunt promo challenging people worlwide to visit their Volvo dealers for treasure maps with hints as to the whereabouts of a hidden XC90 SUV.
Contrast the Volvo campaign, tying in with a Pirates of the Caribbean blockbuster sequel to generate enough excitement, awareness and interest to drive dealership traffic, with Ford's decision to insert a toy car model in 600,000 breakfast-cereal boxes... which one would you bet on to generate results?