![]() People wanted to get their hands on their Coke and once they did they wanted to show it off, which is why this campaign worked so well for social media, increasing their traffic significantly in 2011.Īside from fun and interactive campaigns like Share a Coke with, the brand has perfected the nostalgia factor. This was a massive campaign that helped young adult consumption of Coke grow by 7%. It was not enough to see a picture of it, people HAD to have the physical thing. Not only did this campaign get people talking about Coke, it actually got people travelling to supermarkets across the country to physically find a bottle with their name on. One of their most successful was “Share a Coke with…” where they printed people’s names on Coke bottles. Regardless of how the drink goes down in the long run, the flavours create a hype and an exciting conversation.Ĭoca-Cola has always created brilliant campaigns that get people talking. They want a new experience rather than the same old and Coke especially has tapped into this creating new zesty flavours. They have both figured out that new generations, especially the millennial generation, want more. When it comes to big flashy marketing campaigns, both brands do an excellent job and are constantly marketing new innovative flavours of their drinks. Although the logo has been changed and refreshed a lot to get to where it is today, it is still undeniably distinctive, being easily identifiable with just the coloured circle. The 50s was also when their classic red white and blue colour scheme was introduced. The font for Pepsi’s logo was originally more curly and similar to Coke’s but in the 50’s it began to modernise and stray away from the curly classic font. It has definitely taken a while to establish itself with changing fonts, images, and styles. Pepsi’s logo has been through a lot more iterations than Coke. The curly font paired with the red has helped make Coca-Cola’s logo one of the most established and well known logos there is. The bright red colour has never changed and has helped make red synonymous with Coca-Cola. Like most logos Coca-Cola’s has evolved over time, but since the 40s its font and style has stayed fairly consistent. ![]() The two are now constantly vying for soft drinks dominance, and have some of the biggest marketing campaigns within the food and drinks sector. Pepsi finally made themselves a firm contender when they created a taste test highlighting that people actually preferred the taste of Pepsi over Coke. Pepsi never really stood a chance until the 60s when it started to grow in popularity. It set the tone for the advertising of soft drinks. In the past, Coke was known as the original innovator. Both brands are extremely successful and household names, but which one will take our marketing crown in Marketing Wars #2? When it comes to soft drinks, there’s no greater rivals than Pepsi and Coca-Cola. In fast food we have McDonald’s vs Burger King and in tech Apple and Samsung have faced off for years. O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.There’s competition in every industry. Get Marketing Mistakes and Successes, 12th Edition now with the O’Reilly learning platform. As Table 2.1 shows, by 1979 Pepsi was closing the. Alas, these tests had the same result-people liked the taste of Pepsi better, and market share changes reflected this. This campaign led to a rapid increase in Pepsi's market share, from 6 to 14 percent of total US soft-drink sales.Ĭoca-Cola, in defense, conducted its own taste tests. Then came another management coup, the “Pepsi Challenge,” in which comparative taste tests with consumers showed a clear preference for Pepsi. This association with youth and vitality greatly enhanced the image of Pepsi and firmly associated it with the largest consumer market for soft drinks. First came the “Pepsi Generation.” This advertising campaign captured the imagination of the baby boomers with its idealism and youth. ![]() As the giant stumbled, Pepsi Cola was finding heady triumphs. Between 19, the growth rate of Coca-Cola soft drinks dropped from 13 percent annually to a meager 2 percent. The “war” switched to the international arena, and it became a “world war.” EARLY BATTLES, LEADING TO NEW COKE FIASCO Pepsi Inroads, 1970s and 1980sīy the mid-1970s, the Coca-Cola Company was a lumbering giant. In this chess game of giant firms, Coca-Cola ruled the soft-drink market throughout the 1950s, 1960s, and early 1970s. Intense competition between Pepsi and Coca-Cola has characterized the soft-drink industry for decades.
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