![]() ![]() Pepsi’s leverage of the move through PR also has to be admired. As Richard Brandt, the Landor designer in charge of the project comments: “It’s very difficult for us to take over a stadium with red, white and blue in the way that the competition does. There’s little doubt, the $500m it’s investing in the change will pay handsome dividends. ![]() In a market where presence is everything, Pepsi’s decision to plump for a colour that it can deploy as single-mindedly as Coke’s red, can only do it good. Why not throw out a century of heritage and go blue? Second, it looked insipid next to Pepsi Max’s vibrant blue. First, the strongest impression overall was white. But when Landor presented John Swanhaus, Pepsi’s senior vice-president for international marketing, with the brand’s visual presence across 34 countries, two things struck him. The brave and bold decision to completely revamp the range’s global brand identity started out as a minor project to revamp merchandising material. Perhaps Pepsi’s latest move will join this pantheon of stumbled-upon breakthroughs. Other examples include the Amex travellers cheque (created by a local staff member trying to cope with the needs of visitors to Europe), the lifestyle database (which grew out of card mailings for magazine publishers), 3M’s legendary Post-It Note, and Kao’s astonishing entry into the floppy disk market. Now, 50 per cent of McDonald’s restaurants worldwide are drive-thrus. So he allowed them to drive up to his shop and buy the stuff in their car. McDonald’s drive-thru, for example, was created by a franchisee with an outlet near a USAF base who discovered that air force personnel were not allowed to get out of their car while in uniform. People stumble upon them and only realise what they’ve created after the event. our hearts ache for those whose zero sugar cola of choice seems to have a bit of a commitment problem.It’s disconcerting but true that a many great marketing initiatives arise by accident. “For those who are willing to give us a shot, their Pepsi Zero Sugar will be on us – as we’re confident they’ll stick with us for life. “We believe that Pepsi Zero Sugar is the perfect match for zero cola drinkers who are unwilling to compromise on taste,” says Todd Kaplan, vice-president of marketing, Pepsi. ![]() Borrowing from another historic moment in marketing history, Pepsi is likening the failure of Coke Zero Sugar’s new taste to that of New Coke – the flop from 1985. After all, its reimbursement stunt echoes ’The Pepsi Challenge’ of the mid-seventies when it challenged consumers to a head-to-head taste test. Pepsi is hoping history repeats itself in this growing category. They love it because there are fewer calories and no aftertaste,” says Stanford. “Younger consumers are gravitating to beverages that don’t contain sugar. Coke Zero, which launched in 2005, became Coca-Cola Zero Sugar in 2017. Pepsi Max, which launched in 1993, became Pepsi Zero Sugar in 2015. The cola giants have been trying to gain traction in the zero-sugar segment for years. They are going to push the agenda to get more consumer consideration.” “We’re seeing the cola wars shift to the zero-sugar platform,” says Duane Stanford, editor of Beverage Digest. It currently owns only 0.8% of the segment. Pepsi’s zero-sugar version grew 22% from a much smaller base. For the first half of the year, Coke Zero Sugar dollar sales grew 13%, making it the seventh best-selling soda in the US. The attack comes after Coke launched a massive campaign for its zero-sugar product this month to celebrate the reformulation of one of its best-selling products. #Coke pepsi ad wars tvAll told, there are going to be more than a dozen new TV spots promoting Pepsi Zero Sugar. Pepsi, the official sponsor of the National Football League, promises that the majority of Pepsi’s NFL media activation this season will be dedicated to its zero-sugar product. Pepsi Zero Sugar is also seeding a coupon for 12 packs of Pepsi Zero Sugar across social. Consumers will be asked to text proof of purchase and post a photo of themselves with their new drink of choice with the hashtag ’#M圜okeBreakUp’. Beginning today, Pepsi will reimburse consumers $2.50 when they buy a 20 oz bottle of Pepsi Zero Sugar. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |