Coca-Cola and Pepsi have been rivals since their introduction back in the early nineties when both were trying to dominate the market with their carbonated soft drinks.
The brands were having worldwide ad war via video and print ads, with both Coca-Cola and Pepsi marketing trying to take first place.
Each brand used a number of marketing and advertising campaigns in order to create the best advertising for their product. These include the Kendall Jenner Pepsi ad, as well as Coca-Cola adverts such as the taste of the feeling coke commercial.
The Pepsi ad made back in 1975 focused on blind taste tests and in 1985 both brands were launched into space with one of a kind cans aboard the Space Shuttle Challenger, but the team thought that both the coke advertisement and the Pepsi commercial were failures.
In past years the recipe was tweaked so Pepsi ads highlighted celebrities emphasizing the drink as the “The Choice of a New Generation”. The Pepsi policy orbited around buyers being attracted to “Drink Pepsi, Get Stuff” by getting Pepsi Points on bottles and cups that can be redeemed for lifestyle products. Millions of people took part and Pepsi Stuff campaign is considered to be a huge success.
Pepsi proceeded to lead right into the Atlanta Olympics held in 1996, despite the fact that it was held in the Coca-Cola’s hometown. Pepsi held this advantage by adding Mountain Dew and additional products into the campaign.
The UK market became home to the “second cola war” including the launch of Virgin Cola, and also the Sainsbury’s store label Classic Cola, brands that famously fought with Pepsi and Coke for several years until they lost out to their longer established competitors.
In one moment Coca-Cola also sued Sainsbury’s, declaring that the design of the Classic Cola bottle was too similar to Coke’s.
The Spice Girls signed a multi-million sponsorship deal with Pepsi in 1997 and starred in three advertisements, published two limited release singles with Pepsi: Step to Me and Move Over, displayed on Pepsi packaging and also performed two concerts in Istanbul championed by the company.
In the 21st century, the two Colas were involved in a “cyber-war” with the introduction of Pepsi Stuff back in 2005 that Coca-Cola returned to by Coke Rewards. Pepsi gave buyers the opportunity to purchase MP3 downloads and the companies gave rewards through partnerships with the iTunes Store.
Lately, the long-lasting corporate war has become to what may be considered to be a truce. Alternatively, they are now using social media as to push the messages that their cola is the best. A form of cyber war espionage exists where each follows the other’s production on Twitter.
Both companies have been competitors for years, which has resulted in high publicity costs for the companies. While Coca-Cola ads have certainly outperformed its rival in the form of ads, Pepsi is still spending over $1 billion yearly on advertising.
In the 21st century, the two Colas were involved in a “cyber-war” with the introduction of Pepsi Stuff back in 2005 that Coca-Cola returned to by Coke Rewards. Pepsi gave buyers the opportunity to purchase MP3 downloads and the companies gave rewards through partnerships with the iTunes Store.
Lately, the long-lasting corporate war has become to what may be considered to be a truce. Alternatively, they are now using social media as to push the messages that their cola is the best. A form of cyber war espionage exists where each follows the other’s production on Twitter.
Both companies have been competitors for years, which has resulted in high publicity costs for the companies. While Coca-Cola ads have certainly outperformed its rival in the form of ads, Pepsi is still spending over $1 billion yearly on advertising.
The Pepsi vs. Coke rivalry is apparent as well in this area, where being the first in developing a new product is significant and normally the other brand answers these actions by launching a comparable product.
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Let’s look the most important examples of the brand extension for Pepsi and Coca-Cola Advertisements.
Coca-Cola:
Both, the Diet Coke and Coca-Cola Light are a same product only with distinctive names since in some states the Diet word does not stand for low-calorie. It is calorie and sugar-free soft drink and it was developed back in 1982 in the United States as the first brand extension of Coca-Cola.
It was developed as a response to the Diet Pepsi that was developed in 1964 and was making a great significance in the market. The sweetener blend utilized for the product varies between countries because of the different buyer preferences
– Coca-Cola Zero was firstly introduced back in 2005 within the low-calories section and their central targets are males because they tend to market Diet and Light to females. It is expected to be the equal taste as the Coca-Cola Classic, whilst Coca-Cola Light/Diet Coke has a diverse formula. Is flavored with a mixture of low-calorie sweeteners, whilst Diet Coke is flavored with aspartame
– Coca-Cola Cherry, Zero Cherry, and Diet Cherry were launched back in 1985 and was the third adaptation of the brand. Later, in 1986 thanks to a strong production Diet Cherry Coke was launched and in 2007 joined Coca-Cola Cherry Zero
– Coca-Cola Black Cherry Vanilla and Diet was launched back in 2006 yet because of the low sales it was discontinued one year later.
Coca-Cola with Lime was released in 2005 as a reply to the buyer’s demand yet it hasn’t been very fortunate in various countries where it was stopped. Has been a limited release in several countries yet in others like Netherlands and Singapore is a regular product
– Caffeine-Free Coca-Cola, Zero, and Diet were launched in 1983 as a reply to Pepsi Free that was becoming to have notorious results. The diet version was the original extension of the Diet Coke
– Vanilla Coke was introduced in 2002 to battle with Pepsi Vanilla yet it didn’t have a stable performance. In 2007 it was reintroduced in the US and UK in 2013, where it was reckoned to be a limited release yet thanks to a solid sales performance it was introduced as a regular product
– Coca-Cola Life was launched in 2013 in Argentina as a pilot test and consist 108 calories per bottle that are less than the half of calories that Classic Coke consist, utilizing Stevia as a sugar replacement. This innovative output claims to be natural and green as it was sold in a recyclable bottle made from 30% plant-based elements.
Pepsi:
– Light/Diet Pepsi was firstly introduced back in 1964 as a respond to the current opponent Tab provided by The Coca-Cola Company which was an innovative Cola in the Low Calories section. Now it is one of the principal goods of the Pepsi Portfolio
– Pepsi Next is launched in 2013 with 30% less sugar than normal Pepsi and no unnatural sweeteners. Is particularly created for individuals that don’t prefer Diet Pepsi’s taste
– Pepsi Wild Cherry was introduced in 1988 as a respond to the Cherry Coke that was produced 2 years prior
– Pepsi Free was launched in 1982 and it is a Caffeine-Free or today known as Caffeine-Free Diet Pepsi Caffeine-Free Pepsi
– Pepsi Max is a sugar-free and low-calorie product and includes more caffeine than the Diet Pepsi
– Pepsi Lime was introduced in 2005 containing lime flavoring combined with the regular Pepsi
– Pepsi Natural/Raw was launched in 2008 and includes naturally sourced components with no substitute flavoring, preservatives, colorings, and sweeteners. In countries like the United States and Mexico is classified as Pepsi Naturalà so Pepsi had the idea of developing a “natural” goods that are now improved by the Coca-Cola Life
– Pepsi Vanilla was firstly introduced in the U.S. and Canada in 2003 as to attack the Vanilla Coke. Nowadays this product is no more available yet Diet Pepsi Vanilla remains competing on the market
– Cherry Vanilla Pepsi was a reintroduced product of the Vanilla Pepsi back in 2010 with some add ups of natural cherry flavoring
– Some Limited Editions: Tropical Chill, Pepsi Mojito, and also Pepsi Strawberry Burst
– Pepsi AM was firstly launched back in 1989 and it had extra caffeine than the normal Pepsi. It was meant to be a daybreak drink yet it was discontinued one year later.
Brand Character
Pepsi has constantly had a young target public. Many of their commercials were historically aimed at teens and are infused with sports, fun, and usually, music. Pepsi has held all style of musical celebrities over the past years, starting from Ray Charles to Britney Spears.
Recently, Pepsi moved into celebrity culture. One of the more well-known choices is the Kendall Jenner Pepsi ad. This ad was considered to be a Pepsi pr disaster. In this controversial Pepsi ad, Kendall Jenner was shown offering Pepsi to a police officer at a social justice rally.
The message was that with Pepsi, black lives matter. This Pepsi advertisement was widely criticized for being insensitive. After widely shared criticism, the Pepsi ad campaign was seen to be a disaster. The company withdrew and apologized for the pulled Pepsi commercial.
Although the Kendall Pepsi commercial hoped to inspire diversity, the Pepsi protest ad was instead seen to be exploitative. Although deleted, you can watch this controversial Pepsi commercial on YouTube.
However, not all ads were a Pepsi fail. When Pepsi wasn’t utilizing musical stars, entertainment was their choice, again having teens in their advertisements. Who could overlook the lovely little girl saying to the bartender, “I asked for a Pepsi Pal” using the voice of the Godfather movie in the Coca-Cola Commercial?
Coke vs. Pepsi advertising
Coca-Cola and Pepsi have constantly been comparable in their “fun and young” characters and both companies have consistently stayed on divide paths over the years. Pepsi has identified with its high energy, comedy-driven campaigns, and music strategy whilst Coke can be viewed constantly drifting towards the sensitive side of branding.
Coca-Cola advertising human expertise in two basic ways. First, was the trend it is now, Coca-Cola was embracing the difference. This can be definitely seen in their long-running “I’d like to buy the world a Coke” series of Coke advertisements, drawing people from all over the world to join together in Coke and sing. These simple ads communicated a message of diversity and common humanity.
Besides, Coca-Cola advertising campaigns have been available for a long time in one form or another in countries all around the world and Coke is also believed to be the top recognizable brand globally.
When Coca-Cola ad campaigns aren’t targeting global diversity, they hold a strong sense of society and share differences or overcome difficulty through common experiences such as a love for Coke. The coke taste the feeling advert shared how the love of a soft drink can bring enjoyment to life.
Important Takeaways
What lessons can we receive from the stories of Coke vs. Pepsi ads? For beginners, branding is an interesting field of design that certainly depicts the changes in design courses through the years. Coca-Cola and Pepsi are enormous players not only in following name design trends but also in introducing them.
Moreover, branding can be a dangerous game. Each shift in a brand can both result in disinterest that looks like a huge waste of money, change or a decline in the public’s eyes. Both Coke and Pepsi have attempted to redefine the brands in significant ways in the past years. Both observed simplification as a means of eliminating the confusion that the past twenty years had built up.
Pepsi edited everything in a radical way and got the brand in a totally new place, even to the point of changing the fundamental structure and character of their generally identifiable symbol. Although some loved the courage of the new management, a huge part of the media, blogs and also public awareness saw this as a Pepsi blunder and challenged Pepsi’s plans and regretted the changing of their old symbol.
Having learned the consequences in the past of redefining a cultural symbol, Coca-Cola returned to and massively leveraged the origins of its brand. They excellently targeted what the world was seen as the heart of the Coke symbol and increased it by removing excess. The outcome was just another resurgence in the buyer’s love for their brand and a swirl of design prizes and recognition from blogs, magazines, and several media outlets.
As you can notice, redefining a brand is not as simple as it seems. Others who have followed in the footsteps of Coke and Pepsi have discovered this in a hard way. Tropicana, another extra Pepsi brand, experienced such a fast and strongly negative reply from its innovative packaging that it withdrew the goods almost instantly.
More Coca-Cola & Pepsi print advertisements
Coca-Cola and Pepsi have competed against each other for a very long time and will not stop doing it.
Although they have based their main focus on TV commercials, print ads have their place in their promotional campaigns.
They have advertised for their products through print ads since the beginning, but we won’t feature vintage advertisements of them if you would have expected this.
Instead, you will see here print ads from the last decade, relevant for graphic designers or art directors who are searching for inspiration.
Live on the coke side of life
Penguin enjoying Coca-Cola
Coca-Cola: Open happiness
Live on the Coke side of life
Thirst for knowledge
The Coke side of life
A fresh new vibe on the Coke side of life
Celebrate non-stop on the Coke side of life
Celebrating our identity on the Coke side of life
Coca-Cola light
125 years at the movies
Coca-Cola open happiness
Joy of Pepsi
Pepsi with a touch of lemon // unofficial
Dare for more
Dare for more 2
Pepsi light
Don’t sleep at the party
New Pepsi mini cans
Diet Pepsi
One very very lonely calorie. Pepsi Max
By bye lullaby. Now with extra caffeine
Pepsi bottle opener
Wake Up!
Unpimp your body
FAQ about Coca-Cola and Pepsi ads
What’s the main difference between Coca-Cola and Pepsi ads?
Well, I gotta tell you, the main difference between Coca-Cola and Pepsi ads is their approach. Coca-Cola ads usually focus on creating an emotional connection with consumers, using themes like happiness, sharing, and nostalgia. On the other hand, Pepsi ads tend to be more product-focused, often emphasizing the taste of the drink and its refreshing qualities, and sometimes featuring celebrities to make a statement.
Why do celebrities often appear in Pepsi commercials?
Celebrities are a big deal in Pepsi commercials, you know? The reason is simple: they want to create a buzz and associate their brand with well-known, influential figures. By featuring celebrities, Pepsi aims to build brand recognition and generate interest in their product. This strategy helps them reach a wider audience and create a connection with consumers who might admire or follow these celebs.
How has Coca-Cola’s advertising evolved over the years?
Oh, it’s been quite a journey for Coca-Cola’s advertising! Over the years, their ads have evolved from simple print advertisements to more elaborate and emotional campaigns. Coca-Cola’s advertising now focuses on storytelling, conveying universal themes like friendship, love, and family. They’ve also embraced digital marketing and social media, creating interactive campaigns that engage customers directly. It’s all about keeping up with the times, right?
Are there any iconic ad campaigns from Pepsi?
Absolutely, Pepsi has had its fair share of iconic ad campaigns! One that comes to mind is the Pepsi Challenge. In this campaign, they set up taste tests between Pepsi and Coca-Cola, aiming to show that people preferred the taste of Pepsi. Another famous campaign is the “Joy of Pepsi” featuring Britney Spears, which gained massive popularity in the early 2000s. Pepsi sure knows how to make a splash!
Why is Coca-Cola’s Christmas ad campaign so famous?
Ah, the Coca-Cola Christmas ad campaign… it’s a classic! Coca-Cola’s Christmas ads have become famous because they create a strong emotional connection with viewers. They often feature heartwarming scenes, nostalgic music, and, of course, the iconic Coca-Cola Santa Claus and the “Holidays Are Coming” trucks. These ads have successfully linked Coca-Cola with the holiday season, making them a part of our Christmas traditions.
Do Coca-Cola and Pepsi target different demographics in their ads?
Oh, yes, they do! Coca-Cola and Pepsi have different strategies when it comes to targeting demographics. Coca-Cola ads generally aim for a universal appeal, targeting a wide range of age groups and focusing on themes like happiness and togetherness. Pepsi, on the other hand, often targets a younger audience, using edgy, contemporary, and pop culture-driven campaigns that resonate with the youth.
How do Coca-Cola and Pepsi use social media in their advertising?
Social media is a game-changer, and both Coca-Cola and Pepsi are making the most of it! They use social media platforms to engage with their audience directly, create shareable content, and generate buzz around their products. Both brands have run successful hashtag campaigns, interactive contests, and even collaborated with influencers to reach a wider audience. It’s all about staying relevant in the digital age!
What is the role of music in Coca-Cola and Pepsi advertisements?
Music plays a pretty important role in both Coca-Cola and Pepsi ads. It helps set the mood and create an emotional connection with the audience. Coca-Cola often uses heartwarming, nostalgic tunes, while Pepsi tends to go for catchy, upbeat songs or even collaborate with popular artists. Music helps make these ads more memorable and impactful, and we just can’t help but hum along!
How do Coca-Cola and Pepsi differentiate themselves through their ads?
Coca-Cola and Pepsi differentiate themselves through their ads by focusing on different themes and messages. Coca-Cola aims to create a strong emotional connection with their audience, emphasizing themes like happiness, togetherness, and nostalgia. Their ads often tell heartwarming stories, portraying the brand as a symbol of good times.
Pepsi, on the other hand, is more about being cool, edgy, and contemporary. They use celebrity endorsements, pop culture references, and exciting visuals to appeal to a younger audience. Their ads emphasize the taste and refreshing qualities of their product, making it stand out as a cool and modern choice.
Are there any controversial ads from Coca-Cola or Pepsi?
Oh, you bet! Both Coca-Cola and Pepsi have had their share of controversial ads. One of the most notable controversies was Pepsi’s 2017 ad featuring Kendall Jenner, which was criticized for trivializing social issues and protests. The ad was quickly pulled after the backlash.
Coca-Cola has also faced controversy in the past, like the 2013 “Share a Coke” campaign, which was accused of promoting obesity. While controversies can generate buzz, they can also cause damage to the brand’s reputation, so it’s a double-edged sword.
Ending thoughts on these Coca-Cola and Pepsi ads
The important questions not required by the corporations that injure their brand symbol are what power they place on universality and what increases they will get from leaving that position. Everybody knows the Gap logo. It’s timeless and sexy and hence ideally matches the model with which we’ve become to associate the company.
My issue is, why mess up the good thing? In case that you’re a several years old and have a badly established brand, perhaps it’s time to reinvent yourself. Nonetheless, if you’re a corporation that’s was around for years looking for a method to boost your image, it may be an excellent idea to try to learn what is and what isn’t an important positive feature of your public attitude. From here you hold the good and leave the bad.
Possibly, like Coke, Tropicana had, in fact, grow too cluttered. Still, the orange containing a straw in it is a fabulous image that we all recognize and love. Why not remake it by separating the fluff and getting it more of a hero on the package? What’re the reasons for abandoning everything we know about the corporation and creating Tropicana look like a market brand?
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