Pepsi advertising strategy

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  • 1. Oh Yes Abhi ! Project by: Christina.A Jeena Mathew Mahima Sundara Raj Nimisha.S.George Srilatha
  • 2. 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.
  • 3. 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.
  • 4. 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 interests.  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 audience.  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 applications etc..
  • 5. Continution  Pepsico is spending 1.1 billion / 1.3 billion dollars in advertising  Pepsi’s current ceo is Indra Noyi
  • 6. 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 advertisement, outdoor advertisement, broadcast advertisement,
  • 7. Print Advertisements  Print Advertisements are ads that are printed by companies and published in newspapers, magazines, brochures, and flyers.
  • 8. Outdoor Advertising  Outdoor advertisement are ads on:  • Billboards  • Kiosks on electric poles  • Bus Shelters  • Vehicular Display  • Wall Posters  • Banners  • Landscape and street furniture
  • 9. Broadcast advertising is radio, television, and Internet advertising. 
  • 10. Slogans  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”
  • 11. • 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 Beyonce.
  • 12. Indian Slogans  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
  • 13. International brands….
  • 14. North American brands…
  • 15. 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
  • 16. What does the New Generation like?  Free stuffs and discounts  Contests/drawings  Music  Club cards  Team sporting events  They are into clothes and the latest styles  Teen friendly retail stores and internet site
  • 17. 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.
  • 18. Advertising campaigns
  • 19. Michael Jackson  Michael received the biggest sponsorship from the company in 1993.  In 1993 Pepsi had a “Search for Michael Jackson” campaign.  Used musical and sex appeal.
  • 20. Jeff Gordon  Made a commercial with Hallie Eisenberg  Sells many Pepsi collectable merchandise.  Drove the Pepsi car in races
  • 21. Beyonce  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.
  • 22. Sports  Pepsi has sponsored for a lot of sports .
  • 23. Issues 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)
  • 24. Cola Wars 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