Pepsi are on top of their game. With the help of R/GA they’ve created a campaign site welcoming Barack Obama to his presidency. They’ve tied the entire campaign site message to their tag line – Refreshing Everything.

The idea is very smart – piggy back mr President with your own brand message. On the site visitors are urged to contribute and upload their own ideas on how Barack Obama should refresh America.

These kind of ideas are nice if well executed. I think the conceptual idea and the way they’re using the refresh tag is on the spot. However, I don’t see why I have to wait for the damn thing to load. There is nothing in that site that requires flash based on the design and the functionality (except for the video streams of course). But, all in all, a great initiative.

The Pepsi campaign is off course not the first. By now you must have seen the IKEA piggy back a couple of days ago. That’s another great example of piggy back advertising.

I’ve been part of executing the same idea during the presidential campaign when we created the Apathy Party together with Strawberry Frog.