Pepsi’s 2003 Advertising Campaign
Nowadays PepsiCo Inc. is among the most successful consumer product
companies in the world. It divides into two major domestic and
international businesses, beverages and snack foods. In order to
attract the broadest number of customers, advertising plays a
significant role. In this essay, the advertising campaign of Pepsi in
2003, which was unveiled not only on TV, but outdoor advertising as
well, will be analyzed. The aim for this campaign is about combine
consumption of food and Pepsi. A general picture of this advertising
campaign will be given at first. After that, more details will be
given by how that campaign has been presented, what the main message
is from that campaign and who the intended audience is. Moreover,
information will be given about how the media and other elements of
the advertisement affect the whole advertising campaign to persuade
customers.
When “Joy of Pepsi” was replaced by “Pepsi: It’s the Cola” in 2003,
this was a new advertising campaign with the most recognizable
taglines of popular culture. This new campaign highlights “the popular
soft drink that goes with everything from food to fun” (Pepsi, 2003).
Pepsi spent approximately 60% of their marketing funds on advertising
in media outlets including broadcast, magazine print, outdoor,
Internet and radio, “which it uses to target the teen demographic as
part of its youthful brand image” (Korolishin, 2005). In this campaign
for which the original version was “The Joy of Cola”, Pepsi unveiled
three TV commercials as well as initial outdoor advertising using
attractive pictures, particular words and famous stars.
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Dibb, Simkin, Pride & Ferrell, MARKETING: CONCEPTS AND STRATEGIES, 4th
Edition, n.d
http://users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch16.html
Fowles, Jill, 1996, ‘Deciphering advertisements’, in Advertising and
popular culture, London, Sage, pages 167-183
Maitland, Iain, 1998, The Small Business Marketing Handbook, Cassell,
New York
Korolishin, Jennifer, 2005, ‘2005 Beverage advertising preview’,
Beverage Industry, Jan2005, Vol. 96 Issue 1, p38, 1p, 1c
http://search.epnet.com/login.aspx?direct=true&db=buh&an=12620480
PEPSI, ‘ADS & HISTORY – Highlights’, in PEPSI WORLD, 2005
http://www.pepsi.com/help/faqs/faq.php?category=ads_adn_history&page=highlights
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[1] BBDO is Pepsi’s longtime advertising agency.
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