brand marketing

At The Inauguration: Pepsi, Ft. Lauderdale, Silver Diner

beach mobileThey're pulling out all the stops for the Jan. 20 inauguration of President-elect Barack Obama. Not just the organizers and Secret Service but the marketers who seek to cash in on this quadrennial event.

Pepsi will present the Creative Coalition Inaugural Ball, a benefit gala for the nonprofit, nonpartisan, 501(c)(3) advocacy arm of the arts and entertainment communities. Confirmed hosts include members of Congress, and leaders from the entertainment industry, business, policy and media.

During the week of the inauguration, Pepsi will continue its brand re-launch around the ideas of hope, positive change and active participation through forums, out-of-home communications, television and digital communications.

The idea of an ice-cold Pepsi may not be warm the cockles, but a beach on wheels sure does. That's what the Greater Fort Lauderdale Convention & Visitors Bureau will bring to Washington to celebrate "a change of weather, a change of scenery."



The Beach on Wheels, an enclosed flatbed truck that has toured cities across the U.S. and Canada, will spread the message that the people of the United States have the right to "Life, Liberty and the Pursuit of Sunshine."

The Beach on Wheels will be seen during the day along Pennsylvania and Wisconsin Avenues, in Georgetown and around Dupont Circle and Logan Circle. And for those planning to enjoy the Monument Tour by moonlight, it will heat up the night along The Mall.

Hungry beachgoers may want to mosey over to one of 16 Silver Diners in the greater Washington area for the Red, White & Blueplate inaugural menu, which features the Barack & Biden Bacon Cheeseburger, the Potomac Pot Roast Platter, the Camp David Turkey Club Sandwich, and the Memorial Meatloaf. Each is served with a hand-dipped Vanilla, Chocolate, or Strawberry Shake.

This past fall, the Silver Diner introduced the Obamalette and McCainlette as part of its Blueplate '08 Campaign. The Obamalette outsold the McCainlette by a margin of two-to-one, and now Washingtonians can enjoy the omelette inspired by the candidate's favorite hometown food, Chicago deep dish pizza, on the President-elect's commemorative menu.

Also joining the Obamalette are the Patriotic Pancakes, with blueberries, bananas, and strawberries, or the Homeland Hearty Breakfast of eggs any style, home fries and meat.

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