What do a Pepsi promotion and Hitchcock’s films have in common?
Description
Spoiler: the same object around which the plot revolves. In Hitchcock’s films, it is the MacGuffin. In Pepsi’s case, it is the code under the cap. Everyone is chasing it, but in fact, it is not what really matters. So, what did we come up with?
What is a MacGuffin, and what does it have to do with NCP?
The term was coined not by a marketer, but by director Alfred Hitchcock. A MacGuffin is an object that drives the entire plot: characters argue over it and take risks for it. Yet the object itself is not what matters. What matters is what it sets in motion.
Most people understand NCP (National Consumer Promo) in the same simple way: buy the product, enter the code, win a prize. But what if we looked at it the way Hitchcock did? Then the code under the cap is not the main thing. What matters is the story built around the cap. That is the MacGuffin.
Most people understand NCP (National Consumer Promo) in the same simple way: buy the product, enter the code, win a prize. But what if we looked at it the way Hitchcock did? Then the code under the cap is not the main thing. What matters is the story built around the cap. That is the MacGuffin.
This professional campaign titled 'What do a Pepsi promotion and Hitchcock’s films have in common?' was published in Ukraine in December, 2025. It was created for the brand: PepsiCo, . This campaign contains 3 media assets. It was submitted about 2 months ago by Marketing S-Cuite: BRAIN TANK of BRAIN TANK MarCom Agency.
