Gay Commercial:Pepsi

After watching this commercial on YouTube I realized how much marketers are taking advantage of niche audience in order to sell their products. Even Pepsi, which is one of the biggest companies in the world, implemented marketing efforts in order to appeal to this particular target audience, “the gay community”. I believe, marketers are following the sociological changes in the society and are targeting segments that have the need for the product and are able to purchase it. The commercial starts with the scene that one would think is targeting the straight people but at the end after the guy drinks Pepsi max in the bar he approaches the guy. The point of this commercial is to say, if you drink Pepsi max you can overcome your fears and approach the guy in the bar. I found this commercial funny and affective from marketing perspective. They are killing two rabbits at one shot, basically if you watch only the first part of the commercial, it portrays the courage that Pepsi max gives you in order to approach someone you are interested in, woman or man. Therefore, they are targeting both audiences straight and gay, and only if you watch the commercial till the end you will find out that it was targeted specifically to gay community. In the end, marketers are trying to figure it out how to appeal to various target markets and they don’t really care about your sexual orientation, as long as you are in the target market and they can catch your attention, they will find the way to do it.