Pepsi Makes a Summer Splash Onto Viral Video Chart

St. Nick Takes a 'Vacation' From Coca-Cola

By Published on .

Santa Claus may be Coca-Cola's most bankable holiday spokesman, but Pepsi wants you to know that summer is a whole different story for Old St. Nick.

Pepsi made waves on this week's Viral Video Chart with the debut of its "Summer Time Is Pepsi Time " spot, which clocked in at No. 8 this week with 1.02 million views, according to data released by Visible Measures.

The spot features Santa partying on the beach, on vacation from his obligations to the children of the world and (apparently) his Yuletide contract with Coca-Cola. It's part of a larger campaign of the same name -- PepsiCo's first big marketing push behind its namesake cola in years, after the brand fell behind both Coke and Diet Coke last year sales-wise. Pepsi's irreverent encroachment on Coke's more traditional holiday turf isn't without criticism, and the next few weeks will tell if the campaign has staying power, but at least Pepsi shows even amidst the tumultuous restructuring of its marketing department, the brand has still got some viral teeth -- and if the high turnover rate on the viral video chart is any indication, it's going to have to use them.

Google's semi-explanatory "The Google+ Project" lost most of its steam after debuting at the top of the chart last week, coming in at No. 7 this week with 1.05 million views, a 70% drop, and one that will likely continue as curiosity surrounding Google's new social network dries up. Also dropping significantly this week is BMW's "MPowered Performance," which fell 33% to No. 9 in its third week on the chart.

Returning to the list this week are Google's "Web Is What You Make Of It" starring Lady Gaga (which claimed the No. 4 spot with 1.2 million views after a similar clip featuring Justin Bieber hit the web) and Wheaties' "Serious About Cereal," which landed at No. 6 with 1.16 million views, likely due to paid placement.

And of course, there's Evian's indefatigable "Live Young," which celebrated its 98th week on the chart in the plumb No. 5 spot with 1.18 million views.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 3 Vodafone Fashion Photography N/A 2,233,159 6% Vodafone: Fashion Photography
2 2 Dirt Devil You Know When It's the Devil Filmakademie Baden-Wurttemberg 1,722,376 -29% Dirt Devil: You Know When It's the Devil
3 4 GE Tag Your Green 2011 Howcast Media 1,215,189 6% GE: Tag Your Green 2011
4 Back on Chart Google The Web Is What You Make Of It BBH,Google Creative Labs 1,209,520 Back On Chart Google: The Web Is What You Make Of It
5 5 Evian Live Young BETC Euro RSCG 1,184,210 4% Evian: Live Young
6 Back on Chart Wheaties Serious About Cereal Saatchi & Saatchi 1,163,082 Back on Chart Wheaties: Serious About Cereal
7 1 Google The Google+ Project N/A 1,056,214 -70% Google: The Google+ Project
8 New Pepsi Summer Time is Pepsi Time TBWA/Chiat/Day 1,027,428 New Pepsi: Summer Time                                                               is                                                               Pepsi Time
9 7 BMW MPowered Performance Cundari 694,917 -33% BMW: MPowered Performance
10 Back on Chart Heineken The Date Wieden + Kennedy 694,463 Back On Chart Heineken: The Date
In this article:
Most Popular