Read about Constellation Marketing Group’s latest work with the ongoing Pepsi and Oregon Ducks co-branded billboard in Eugene, Oregon.
For many years the billboard located at Eugene’s main offramp leading to downtown, Autzen Stadium, and the UO Campus has featured a seasonal co-branded advertisement promoting Pepsi, Bigfoot Beverages, and Oregon Athletics.
Original concepts promoted “Welcome to Pepsitown” with the Oregon Duck in various sports activities. The campaign has evolved over the years. More recently it has featured The Duck with Oregon football, golf, and basketball coaches.
The billboard’s theme and the key location is an excellent example of using a billboard to “plant your flag.” It allows ownership of a category in a community. The longevity of this campaign, the promotion of Pepsi’s sponsorship of the University of Oregon, and the location at the entry to downtown and campus marks Eugene as Pepsitown.
The billboard theme, photography, and design also serve as the creative platform for Pepsi point-of-sale and Oregon sponsorship assets. For example, grocery store posters often feature the same Coach/Duck photograph as the billboard. In addition, Pepsi print and digital ads in Oregon sports materials use the same design and headline as the billboard.
The team on this project includes a strong group of people including:
- A media director
- A concept developer/copywriter
- An account manager
- A creative director/designer
- A photographer
This group works together to execute the concept. They also manage the multi-layered approval process that’s involved with the two national brands of Pepsi and Oregon.
Here’s the fall 2019 billboard that features Oregon Football Coach Mario Cristobal with the Oregon Duck “Throwing the O.”
Here’s the latest I-105 billboard Constellation Marketing Group designed for the ongoing co-branding campaign of…
Posted by Constellation Marketing Group on Friday, November 1, 2019
Recently, Constellation worked with photographer Steve Smith for a comprehensive photoshoot with the Duck in various sports poses. Future billboard designs will feature select photos from the resulting library of over 2,000 photographs.
Want to “plant your flag” in a key location? Let Constellation Marketing Group help you make it happen.