Inside presentation ralph cochrane

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  • Coca-Cola’s $35.1 Billion in revenue makes it the 84th largest economy in the world, just ahead of Costa Rica
  • The Pepsi Taste Challenge
  • Inside presentation ralph cochrane

    1. 1. Coca-Cola vs Pepsi v2.0 – The Battle For Creativity
    2. 2. Coca-Cola’s $35.1 Billion in revenue makes it the 84th largest economy in the world.Just ahead of Costa Rica
    3. 3. Pepsico has no less than 22 $1Billion brands including Pepsi, Tropicana, Lays(Walkers) and Quaker.
    4. 4. Coca-Cola spends more on advertising than Apple or Microsoft combined$2.9 Billion (2010) vs Microsoft $1.6 Billion (2010) and Apple $691 Million (2010)
    5. 5. Both brands became part of popular culture with followers who became borderlinereligious in their fanaticism
    6. 6. 1975 The Pepsi Taste ChallengeConsumers showed a definite preference for Pepsi over Coca-Cola
    7. 7. 1984 Pepsi Generation featuring Michael Jackson
    8. 8. ••••••
    9. 9. •• – Where they were – How they feel or felt• – Great service – Great experience – Quality, Convenience – Loyalty & History
    10. 10. 2011 Creative Collaboration with Karl Lagerfield
    11. 11. Pepsi Refresh - Massive Social Media campaign. They dropped from 2nd to 3rd place
    12. 12. ••••••
    13. 13. •••••••
    14. 14. Crowdsourced Video for new packaging
    15. 15. Frankencouch
    16. 16. ••••
    17. 17. Coca-Cola wanted to use the talent that we discovered.This example is a CSR Film shot in S Africa, Kenya and Indonesia for TED: Women
    18. 18. ••••••

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