Picture this: Beyonce, Britney Spears, and Pink dressed as ferocious gladiators, drinking a sparkling, blue can of soda, after singing a representation of Queen’s “We Will Rock You.” Did a Pepsi commercial snap into mind? Well it should have. Pepsi is known for using celebrities and creativity in essentially every one of their advertisements. From bashing other companies to generating controversies, Pepsi’s advertisements have changed dramatically throughout the years. Back in 1995, Pepsi aimed to add new energy into their commercials. The advertisement industry was being slammed and overwhelmed by competition from smaller upstarts like Yoohoo chocolate milk. The new creativity shown by Coca-Cola wasn’t helpful either. Pepsi-Cola decided …show more content…
Pepsi expressed the desire to create a better use out of publicity materials. They wanted to incorporate corporate sponsors and musicians (Garrity). As the Baltimore Ravens undertook the New York Giants in Super Bowl XXXV, Pepsi displayed their first Britney Spears advertisement. The ninety second advertisement (each thirty second commercial slot cost $2,200,000 that year) began with Spears in a Pepsi warehouse wearing a Pepsi branded jumpsuit and baseball hat. This scene quickly switches to a pair of dismantled flare jeans and a white crop-top. Spears mixed one of her original songs with the soda’s classic tune. Of course, there had to be a dance montage that shows off Spears’ abs, ditzy smile, and a botched dance move. This sexy scene definitely caught the attention of the male audience, while her smile expressed her lively personality. The pop star’s clumsy move also attracted viewers and made them think, “...she’s just like us!” The memorable tune didn’t hurt either. Britney Spears went on to have two more commercials with Pepsi. Spears’ last commercial with the brand was one of epic proportions …show more content…
Many viewers saw Pepsi’s commercial as saying that tensions of a protest can be depleted with the help of carbonation, sugar syrup, and of course, a Jenner. With all of the backlash that Pepsi was receiving, they took down the advertisement in less than twenty-four hours of being aired. After they took down their commercial, Pepsi released a statement that said, “Pepsi was trying to project a global message of unity, peace and understanding. Clearly, we missed the mark, and we apologize. We did not intend to make light of any serious issue.” (McCarthy). Pepsi’s controversial advertisement came out only three months after The Women’s March on Washington, and four months before the Unite the Right Rally in Charlottesville. Political protest are not light matters to be displayed in soda advertisements (McCarthy). Viewers also thought that the commercial was down playing police brutality and the Black Lives Matter movement (Rodriquez). All of these protests hold a meaning and purpose to those who partake in them. No one should use the social disputes of America to try to appeal to their viewers. This commercial not only caused a backlash on Pepsi, but it took a toll on Jenner as
1. This advertisement features Taylor Swift, which is a celebrity spokesperson; she is supporting the company, “Diet Coke”. People that enjoy listening to Taylor Swift’s music will most likely buy this product, because they think that buying this product, diet coke will make them closer, and more like their favorite pop star Taylor Swift. This advertisement also features Pathos, an appeal to emotions, because Taylor Swift may be someone’s favourite musician or person in general. It also features ethos, an appeal to credibility, or character, because Taylor Swift is famous for her music, therefore she is well recognized throughout our society, and the music industry.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
Gatorade has been sponsoring the NFL for many years, starting in 1968. Its involvement with the sport has made the drink known to many today “The official drink of the NFL” (Gatorade). According to Naomi Klein “…the wave of mergers in the corporate world over the last few years is a deceptive phenomenon: it only looks as if the giants, by joining forces, are getting bigger and bigger”(4). And that is exactly what the corporation of Gatorade was trying to carry out. By joining its name with the NFL, which at that time was becoming a famous sport to watch, Gatorade has become the number one sport drink for athletes. In the “Peyton Manning-Gatorade Commercial”, the corporation of Gatorade is not only selling their product, but is also portraying to the audience its engagement with the NFL and its players.
When the U.S prepares for the Super Bowl, Americans become excited for two things, football and commercials. This February, the NFL had its 48th annual Super Bowl in conjunction with the highly anticipated commercials. There was one commercial released by a world famous soda producer, Coca Cola, which has created much controversy. Coca Cola took a unique take on the classic “America the Beautiful” song that has caused quite an uproar regarding prejudice, discrimination, and ethnicity in America.
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.'
The Super Bowl is a game that has been and will continue to be watched and celebrated by almost every American. Friends and families gather to enjoy typical tailgating snacks, while watching the national football leagues. However, the game is not the only aspect of the Super Bowl that grabs society’s attention. Super Bowl commercials draw viewers in by using tactics that are never seen in an average commercial. As time increases and technology further develops, do Super Bowl commercials such as Kia’s “Hero’s Journey” use different tactics to try to grab America’s attention or do they waste their time and money as Bruce Horovitz believes?
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
The first step for Pepsi Cola to undertake is to generate ideas for the new product. There are many different alternative ideas available to help Pepsi through this process. They shoul...
For every Super Bowl, millions of excited fans tune in to watch their favorite teams compete and enjoy the ecstatic atmosphere. One aspect of the Super Bowl are the usual entertaining advertisements. During the 2014th Super Bowl, an American based company, Coca Cola, had advertised their product in a rather different way causing some political controversy. Coca Cola’s advertisements always highlights the theme of people enjoying a moment of happiness and can be united while drinking a delightful Coke. In this case, their 60 second advertisement, “America the Beautiful” featured visuals of people of different ethnic or racial background all drinking a coke living their daily lifestyles while enjoying a Coca Cola. The music featured children singing the well-known national song, “America The Beautiful”, not only in English but in seven other languages. Xenophobic comments and a boycott against Coca Cola caused the controversy, but this advertisement was met
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
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.
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
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.
Since neither of the products created the measurable sales and market share increase Pepsi needed, PepsiCo International (PCI) executives conceived of a plan to create a new tagline and re-brand all existing Pepsi products, signage, advertising materials and in-store display units. The executives envisioned a simultaneous, global campaign that would create stronger brand equity and resonance in the consumer consciousness.
Thanks to my fascination with PepsiCo and partly because this is an assignment, I went online and search for some of PepsiCo’s most successful and ongoing marketing campaigns and strategies. During my research I noticed several daring marketing strategies Pepsi employed throughout the years. For example, gaining the support of Michael Jackson in the 1980’s and latest gaining the endorsement of global pop star Beyoncé.