Don’t Make Me Create a “Fake Blog” Category



Please, just stop. There are plenty of ways to use a blog to your advantage. So stop being fake. And if you are not being fake, make a blog that doesn’t read like it was put together by the kids in marketing.

Don’t misstep and become a poster-blog for how to ruin your rep.

updated   AdRants says the flog is a joke.

We know the creator of the blog and he emailed us Monday to tell us about it. Pepsi has nothing to do with this blog. It’s simply a joke. Next.

This “move along folks nothing to see here” statement may be true, but I still stand by my comment that Pepsi should know about this and should also be figuring out what they want to do about it. They may not want to do anything, but they should be aware at least. And this goes for every company that has direct customer contact.


  1. It rings fake to me. He tries to be superficial and use jargon like “OMG”, but the grammar and punctuation are too good. One obviously deliberate error thrown in to make it look “street”: the word “i” is left lower-case unless it’s at the beginning of a sentence, very consistently.

    The videos are hosted at, which is registered to a Brian Lukrich of Santa Rosa, CA. There’s nothing else on the site, the main page is under construction.

    No evidence it’s fake, but the complete anonymity certainly suggests it. And the fact that the blogger appeared out of nowhere and hasn’t linked to any friends’ sites.

  2. And the fact that the blogger appeared out of nowhere and hasn’t linked to any friends’ sites

    Come on, if this site is real, this person probably has no friends. If this site isn’t real, than these people definitely have no friends ;)

  3. Are they trying to demonstrate the fact that any publicity is good publicity?

    The strange thing is that while we (i.e. the people who read this blog and agree with your sentiments on this issue) piss and moan about this – we’re not Pepsi’s target market for this campaign.

    The target market (i.e. the one that made them cast a girl like that in the ad) will probably visit the blog just to get a glimpse of the girl.

    Exposing this blog as a fake will not damage their brand. It may in fact generate more visits to the site than usual – I just visited and I wouldn’t have normally.

  4. OK, maybe it’s real. Technorati profile lists the owner of the blog as “Justin Jaafar” and lists him as the owner of this site:

    …which does mention Pepsi’s commercials, but not the girl, and strangely says that Justin is “retiring from blogging” and leaving the site as of a few days ago.

    But he does appear to have existed pre-Pepsi girl and mentions in the FAQ that he lives in Michigan.

    So it’s probably real, and I wasted half an hour on this so I’m more pathetic than him…

  5. I dunno, from the blogger profile page (, it’s got the following:

    Favorite Movies: Any movies with Pepsi in it
    Favorite Music: Any songs by Pepsi sponsored artists
    Favorite Books: Odyssey: Pepsi to Apple

    Maybe a sad marketing exec’s idea of what a 24 year old student is into in this hip new day and age?

  6. This is what moves it to the fake side for me:

    “Favorite Music: Any songs by Pepsi sponsored artists

    When I think of categories of music I think rock, country, rap, Pepsi sponsored artists… ?

  7. Too many “cools”, “chills”, “dudes” etc. The comments just don’t sound like they were written by real people, nor do the posts. Plus, they “had” to close the comments. Give me a break! Also, not enough real stuff like maybe a link to the articles the local newspaper did on them. No personal info on the bloggers. And, this is really NOT a hot topic. I just don’t see people getting too excited about a french fry that someone thinks looks like Lincoln.

    I’d cast my vote in the “fake” column. Nothing about it seems real which means either they’re just plain bad at faking a blog or they don’t care and they’re simply enjoying the buzz created by the whole thing.

    I don’t begrudge anyone making a living, doing their job or promoting their company, but faking a blog is not a good marketing strategy. Sure they gain a little exposure with the buzz but this media is not about crass, brainless exposure.

    This media is about thoughtful, information laden and personality rich exposure. This media is about people (from anywhere in the world, crossing cultural lines of all kinds) connecting with other PEOPLE.

    This media is not about LYING to people. Lie to me to promote your brand. Yeah, great marketing strategy! ‘Nuff said.

  8. I’ve seen a few posts on other sites about this overall topic and the Macadoo/Pepsi flogs. Some of them, perhaps rhetorically, ask:

    Now were [sic] getting into censorship, which begs the very question we started with – Is there anything wrong with a fake blog?

    Andy Lark

    The marketplace is an exercise in populist censorship. We may be sending Pepsi some Google Juice, but so what? I want to know what the longer lasting effect will be. What happens if Pepsi starts a real blog, or another product/service buzzlog where they don’t hide behind “hipness?”

    Will anyone take them seriously? CW states that people forget about missteps like these, but bloggers have archives.

    If Mazda steps back up to the blogging plate, we will once again be talking about their first foray fiasco.

    And if the Pepsi thing is not a fake blog, Pepsi would do well to be tracking this discussion and others, then figuring out what to do in response.

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  10. People, hate to burst your bubble, but the owner of that fake pepsi site was my roommate from last year. It’s a legit site, not fake (except perhaps for his over obsessiveness, he’s a shy guy). It’s not a pepsi sponsored thing, it’s not a marketing exec thing, it’s just some kid having fun on the net (and making you all look like idiots by playing this stupid guessing game). Hope you all had fun playing Holmes for a day!

  11. Actually, I think we did have fun playing Holmes for a day.

    Regardless of the reason it is nice to shake things up a bit and all work on something together. Community… having it always makes you look like an idiot to someone.

    And I updated the post a day ago, but thanks for looking out for us.

  12. Just to clarify I was directing my comment to the Lincoln Fry blog. I consider this (the corporate marketing people attempting to fake a blog) completely different than someone setting up a fake blog just for fun. Different intent. Different purpose.

  13. That site is real. His AIM is psykotik2k. It is not an advertisement, he just has a penchant for having attachments to odd people. He started, but he left that site. It was based around web-based pop culture and celebrity based porn/revealing photos.

  14. So I googled my name, and found thins series of comments. One of those comments is about me, and my site, and a series or videos. Does anyone know what video’s were being referenced? Or what blog? The site was under construction for a while, till I took it down, but I don’t recall having a blog up.

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