Pepsi Advertising History
When introducing Pepsi-Cola, once known as “Brad’s Drink”, as their first
product back in 1898 “Exhilarating, invigorating, Aids Digestion”, was the
original slogan advertised for the upcoming beverage. By 1910, franchises were
spreading in twenty four states, selling over 100,000 gallons of syrup per every
year. Caleb Bradham, the creator of Pepsi, was advertising Pepsi through
newspapers since he had renamed it Pepsi-Cola.
Brand Image of Pepsi
Pepsi is a brand that every youngster relates to.
But this definitely doesn’t mean that other age groups are not it’s user’s.
Thus Pepsi’s brand image is it’s hip, cool, lively and refreshing attitude.
Advertising Strategy of Pepsi
Pepsi’s target audience are mostly teens and young adults and their advertising
reflects this in every possible way.
The company changes its advertising strategy and image to reflect the target's
Pepsi makes sure that the advertisements reflect to the target audience’s
interests and nostalgia.
The advertising strategy includes cool, hip promos to attract more of the target
The advertising is mostly creative and has different elements like music and
sports other than bollywood.
Pepsi.com also plays an important role in advertising and attracts target
audience by giving access to options like downloads, gaming, music mixing
Pepsico is spending 1.1 billion / 1.3 billion dollars in advertising
Pepsi’s current ceo is Indra Noyi
Types Of Advertising
There are several types of advertisements that is used by Pepsi that help
expose the product out to the public. A few examples are
Print Advertisements are ads that are printed by companies and published in
newspapers, magazines, brochures, and flyers.
Outdoor advertisement are ads on:
• Kiosks on electric poles
• Bus Shelters
• Vehicular Display
• Wall Posters
• Landscape and street furniture
Broadcast advertising is radio, television,
and Internet advertising.
1939 - “Twice as Much for a Nickel”
1950 - “More Bounce to the Ounce”
1958 - “Be Sociable, Have a Pepsi”
1961 - “Now It’s Pepsi for Those Who Think Young”
1963 - “Come Alive, You’re in the Pepsi Generation”
1967 - “(Taste that beats the others cold) Pepsi Pours It On”
1969 - “You’ve Got a Lot to Live, Pepsi’s Got a Lot to Give”
1984 - “Pepsi. The Choice of a New Generation”
1985 - “New Generation” advertising continues
1992 - “Gotta Have It”
1993 - “Be Young, Have Fun, Drink Pepsi”
1997 - “Generation Next”
2000 - “Joy of Cola”
• 2003- “Dare for More”
•2006–2007: "Why You Doggin' Me"/"Taste the one that's forever young“
•2007–2008: "More Happy"/"Taste the once that's forever young“
•2008–present: "Something For Everyone"
•2009–present: "Refresh Everything"/"Every Generation Refreshes the World"
•2010–present: "Every Pepsi Refreshes The World"
•2011–present "Summer Time is Pepsi Time“
•2011–present "Born in the Carolinas”
•2012: "Where there's Pepsi, there's music"
•2012: "Change The Game"
•2012: "The Best Drink Created Worldwide
•2013: "Live for Now“
•2013–present: "Embrace your past, but live for now" - Global campaign featuring
Yehi hai right choice Baby, Aha
Yeh Dil Maange More !
Pepsi ye pyaas heh badi
Yeh hai youngistaan meri jaan
My Pepsi My Way
Change the game
Oh Yes Abhi
North American brands…
How to reach New Generation
Creates promotion tailored to their needs and interests.
Gen Yers like entertainment and music
They like to laugh, but not at another's expense
To attract the teen market radio and television should be used
They are internet savvy
What does the New Generation like?
Free stuffs and discounts
Team sporting events
They are into clothes and the latest styles
Teen friendly retail stores and internet site
Pepsi and the New Generation
Pepsi targets the New Generation specifically
Current campaigns use of effective techniques
By targeting 12 to 21 year olds, Pepsi is attempting to establish a loyal; pepsi
drinker for life and the largest group of soft drink consumer.
Michael received the biggest sponsorship from
the company in 1993.
In 1993 Pepsi had a “Search for Michael Jackson”
Used musical and sex appeal.
Made a commercial with Hallie
Sells many Pepsi collectable
Drove the Pepsi car in races
Beyoncé signed a $50 million contract with Pepsi,
Beyoncé chose the song for the ad, and will have
creative input for can designs and consumer content.
Pepsi has sponsored for a lot of sports .
Hard to differentiate product in terms of taste as product
variety is very limited within cola based beverages.
Coca-cola has such a strong base of loyal customers, who
identify with the cola brand.
Consumer tastes are changing, away from carbonated drinks
towards functional soft drinks. (Mintel, et al. 2009)
The Cola Wars are a campaign of mutually-
targeted television advertisements and marketing
campaigns since the 1980s between soft drink
manufacturers The Coca-Cola Company and PepsiCo