Pepsi scotches Taste Patrol shoot

Pepsi-Cola Canada Beverages yanked the plug at the last minute on a planned five-day tv shoot to produce new creative for its Taste Patrol campaign.The shoot, which had been in development for the past eight months, was scheduled to take place...

Pepsi-Cola Canada Beverages yanked the plug at the last minute on a planned five-day tv shoot to produce new creative for its Taste Patrol campaign.

The shoot, which had been in development for the past eight months, was scheduled to take place June 8-12.

The Partners’ Film Co. was set to produce with Dale Heslip directing.

Roger Baranowski, Pepsi-Cola’s director of brand marketing, confirms the spots have been placed on ice, but adds they might be resuscitated in the future.

‘The shoot’s not dead, but I’m not sure what I’m going to do at this point,’ Baranowski says.

According to Baranowski, Pepsi-Cola decided to cancel the shoot because it already has a rich commercial pool, developed by its u.s. parent, at its disposal.

The pool consists of five spots from the ‘Be Young, Drink Pepsi’ campaign and two spots featuring basketball superstar Shaquille ‘The Shak’ O’Neil.

Baranowski denied rumors Pepsi-Cola has dramatically slashed its summer brand advertising budget for Pepsi, Diet Pepsi and 7Up (and that the cancellation of the tv shoot was part of a wider cost-saving measure.)

He says Coca-Cola is saturating the airwaves with a new creative pool, developed by Creative Artists International, adding, ‘it would be pretty stupid for us to cut our budgets in the face of that.’