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Coke and pepsi marketing strategy
Effects on the Coca Cola brand through social media
Marketing strategy for pepsi
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The traditional view of Pepsi is a sugary, fattening soda. In order to combat this negative connotation, Pepsi introduced Diet Pepsi to the public in 1964. Diet Pepsi is no calorie, no carbohydrate, no sugar carbonated cola soft drink, the first of it’s kinda. In order to obtain the famous “0 cals, carb, sugar” slogan on the front of the slim can, alternative sweeter substitute the sugars found in regular Pepsi. The idea of Diet Pepsi not containing any of the three sins to a dieting women made them an easy target for advertising. An unhealthy product that has the same calories, carbohydrates, and sugars as water, is the perfect product for the health conscious society we live in. Not only did Pepsi change its product to contain fewer …show more content…
She is in the background of the ad and takes up the majority of the page, while the Pepsi can is smaller in the foreground. The placement of the can allows the consumer 's eyes to travel to Sofia first and then the can. This creates a direct correlation between Sofia and the can since western cultures naturally read ads from top to bottom. The lighting of the ad also helps the connection of Sofia to the can, by highlighting them both. The two brightest spots are Sofia’s left check, keeping consistent with the westernized culture format of the ad, and the center of the can. The lighting directly draws the consumer to her face then the can, inferring that she is directly related to the Diet Pepsi. The message they’re trying to sell is that she drinks diet Pepsi and therefore, you should too. She’s beautiful, wealthy and famous and as a consumer, you can easily be similar if you drink diet Pepsi. The idea of famous people sponsoring products is nothing groundbreaking, but it continues to work. Today’s culture is saturated with pop culture and everyone subconsciously strives to be similar to celebrities. Pepsi using Sofa Vergara as the model for the ad embodies the correlation to wealth and the idea of diet Pepsi creating …show more content…
The slender can pictured in the ad is not the same dimension of the can being sold. The photoshopped or specially made can is visual for to the 0 calories, carbohydrate, and sugars present in Diet Pepsi. The skinny can presents the consumer a visual to the effects of diet Pepsi, without even reading the label. By just glancing at the ad, an individual easily connects diet Pepsi to being thin and weight loss. Sofia is dressed in a bathing suit, linking Diet Pepsi to the precursor to a summer-ready body. She confident even to being in a bathing suit and drink it, so it must not be fattening. The use of a thin model further pushes the idea of weightless since consumers and see the type of body people who drink Diet Pepsi have. The name itself is Diet Pepsi, which is basically marketing it as the healthier alternative to normal Pepsi. The text on the right side of the ad, reading “the new skinny can” is the pinnacle of the lifestyle Pepsi is selling. The thin font reflects the effects of drinking Diet Pepsi and reinforces the constant push of dieting. The color scheme of the text highlights the word “new”, Pepsi is attempting to market an old product as something
The headline “Stay Extraordinary Diet Coke” is a phase, that catches our eyes,
According to The World Health Organization, “Obesity is the imbalance between declining energy expenditure due to physical inactivity and high energy in the diet (excess calories whether from sugar, starches or fat) …. Increasing physical activity, in addition to reducing intakes of food high in fat and foods and drinks high in sugars, can prevent unhealthy weight gain” (Who). The World Health Organization has recognized that soda and other sugary drinks a...
What we choose to drink can affect our health just as much as our eating habits. It is because of this that more and more people are going for little-to-no calorie options rather than high calorie options, which are supposed to be the ideal, chose. But is it? Have you ever had a sip of diet soda or regular soda and wonder what makes this drink so good? Or maybe the exact opposite, like what makes this drink so bad for you? These drinks can feel so refreshing on a hot summers day or even after a long day of work. What’s not so refreshing is what these drinks can do to your body.
This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.
Cola Wars Environmental Analysis 1. Introduction External environmental analysis of US carbonated soft drink (CSD) industry allows concluding that declining CSD sales call for changes in industry operations whereby market players can benefit from the fundamental shift in the industry development and maintain its leadership positions in beverage market. Analyses of macrolevel, industry, and competitive environments suggest that expansion, strong brand recognition, and changes in value chain will be key success factors in the future industry development. 2. What is the difference between a.. External environmental analysis a. Macrolevel environment (PESTEL analysis) i. Political New federal nutrition guidelines identified CSD as the largest source of obesity-causing sugars in the American diet.
The can is sporting a blood red cloak that shows a striking resemblance to Dracula’s cloak. The cloak is partially opened in the front so the viewer can still see the Pepsi symbol clearly on the can. It also looks like it is being ruffled a little bit by the wind. There is white lettering written across the cloak that reads, ‘Cola-Coca’ in the Coca-Cola font type. Pepsi cleverly swapped the ‘C’ and the ‘L’ in Coca-Cola’s name to give the impression that the Pepsi can is wearing an imitation Coca-Cola costume. The background of the ad is a mountain ravine complete with dark shadows and sharp rocks, giving this ad a mood of dark and scary. The only text is, ‘We wish you a scary Halloween!’ which is thinly printed with white letters towards the top of the
1975 heralded the Pepsi Challenge', a landmark marketing strategy, which convinced millions of consumers that the taste of Pepsi was superior to Coke. Simultaneously, Pepsi Light, with a distinctive lemon taste, was introduced as an alternative to traditional diet colas. In 1983 Coke launched aspartame/saccharin blend Diet Coke. In response in 1989 Pepsi-Cola introduced an exciting new flavor, Wild Cherry Pepsi. Thus Diet Pepsi's 'The Other Challenge' campaign was based around a 54-46% lead over Diet Coke in independently researched taste tests in Australia. It was only in 1996 that Pepsi unveiled a revolutionary 'blue' look worldwide 'to transform the image and attitude' of one of the world's best-known brands. 'Pepsi Blue represents a quantum leap into the future and redefines how the Cola Wars will be fought and won in the 21st Century.'
This is the final way that ads use to influence audiences to buy their product over another. The Pepsi ad provides a website that onlookers may visit if they wish to learn more about the “Pepsi Refresh Project.” By citing this website the ad has appealed to audience’s logical reasoning. However, unlike the Pepsi ad, the coke ad provides its fact on the advertisement. The ad informs readers that coca cola has been around for over 84 years. This is a better way to appeal to a person logical understanding, because the information is right there, and they do not have to go to a website to find information about the product. Overall, both advertisements provide information about their product in an attempt to persuade audiences to buy either Pepsi or Coca
Useem, M. (2008). New Ideas for This Pepsi Generation. (cover story). U.S. News & World Report, 145(12), 49.
This advertisement makes Diet Coke popular because it focuses on why the consumers drink the product; it 's refreshing and does not cause weight gain. This is proved in the advertisement because the women portrayed are happy and having a good time while sharing a Diet Coke, which leads the consumers to believe that they should buy a Diet Coke as well. This association increases sales and helps improve the overall market
Outline-Pepsi/PepsiCo I. Introduction a.) Pepsi is a brand far more complicated than just a simple cola product. The company, PepsiCo, has a wide spectrum of marketing perspectives that are vital to the consumers and the company. b.) PepsiCo is a global food and beverage corporation based in New York.
Pepsi was introduced in 1893 by Caleb Bradham as “Brads Drink” which then was renamed to “Pepsi Cola” in 1898. There wasn’t many options for advertising in this era due television not being introduced into households till the late 1900’s. One of the first Pepsi Cola advertisements was a black and while flyer that had a few characters laughing and read “Whoope!!! Zoom!! Drink Pepsi-Cola” at an advertisement from Pepsi, the have bright blue, red, and white colors that pop and are eye catching. Comparing this ad with a current ad and modern technology, you can see that Pepsi’s marketing and advertising techniques have come a long way. Reviewing a recent Pepsi advertisement, you can see that they have made groundbreaking changes to their branding techniques. First I will I will note that their choices in colors (red, blue, and white) for their brand are not only eye popping, but in a way symbolize the colors of America. I am not sure if this was their intent but it sure does standout. Next, there slogan in the ad states “Help Kick Off The Pepsi Super Bowl Halftime Show”, this ad targets a very large group people because its directly relating to one of the biggest sports event which is Super
I know Coca-Cola wants you to see this ad and instantly go out and buy a Diet Coke.... ... middle of paper ... ... Another potential thought from the ad is that the peeling off of the label suggests peeling off of weight, that if you drink Diet Coke you will become a beautiful and skinny woman.
Pepsi and Coca-Cola are both sodas, but they differ in terms of the satisfying flavors, the color and the graphic design that represents their two products, and then how Coke makes more money than Pepsi. With that said, you should have gotten the ideology of what we will go further in discussing about. Everybody loves these two very well-known sodas which can inject caffeine into you, which makes you all jittery in filling you up with an energetic energy. Alright, enough of this, let's go straight in-depth in talking about the two rivals throughout this paper of how Pepsi beats Coke in sales, but Coke is usually ahead when it comes to annual net income (Feigin) or how Pepsi is a sweeter brand compared to Coke, though Coke brand is more valuable
This advertisement most likely wants a universal audience so it does not try to appeal to a certain status or rating. It gives no sense of appeal to thrift or savings. This advertisement is most likely aimed at all consumers. The ladybug that was mentioned in the previous paragraph might even signal that they are trying to appeal to a younger audience as well. On the right side of this Coca-Cola advertisement, besides the Coke bottle, the creators have placed a quote that says, “open a Coke, open happiness”. This quote appeals to the consumers emotions because they try to infer that by drinking a Coke you, the consumer, will become happier. In the background they purposely made it look joyful to give a happy feel to the advertisement. The tone of this advertisement would have to be joyfull. Considering the creators most likely trying to portray to a universal audience, they want all consumers to take note of this advertisement and have no one excluded from purchasing their products. I don’t believe this advertisement is trying to offend anyone. In the Coca-Cola advertisement it tries to grab people's attention with its imagery, color, emotional appeals, plain folk, and loaded language. Loaded language is also a persuasive strategy. Advertisers use loaded language to include words in their advertisement that have a positive or negative meaning to help explain the advertisement or product. “In many cases, the shopper has been prepared for the shopping experience by lush, colorful print advertisements, thirty-second television minidramas, radio jingles, and coupon promotions. (Thomas Hine, Page 115) Hine is discussing how the consumers are persuaded to buy particular items even before going shopping because of the advertisements they have seen prior. Advertisements are the supplier's way of persuading and manipulating the consumers. Now I will talk about an