Presentation on Banned Pepsi Commercial 2008

1. Brain-Stormers
Prepared By: Umme Sarah Mony
Dept. of Marketing, FBS,
University of Dhaka.

2. About Us:
Name Roll Name Roll
Setu das 25 Mursheda Akter
Sonia
69
Marufa Akter 35 Rowshana Akter 177
Umme Sarah Mony 65 Farzana Hossain 187
Brain-Stormers

3. Product Category: Soft drinks
Product Class : Carbonated
Brand Name: Pepsi
Ad Link:
https://www.youtube.com/watch?v=TU2R1cBEGy0

4. On AIR: 2008 (11 years ago)
Objective of ad:
Persuasive perspective
Negative comparative advertising
Unethical violance
Why Choosing this ad :
Mislead the consumer perception
 Untrue or unjustified
Ad Slogan: Joy of Pepsi

5. Positioning
Targeting
Segmentation
•Providing Best quality & Test
•Created Consumer Preference
•Want to prove they are best

6. Pepsi Segmentation Vs Ad Segmentation

7. Two appeals used in this ad:
•Humor appeal
•Violence appeal ( According to our CB book)

8. Violation of law
Target audience
Lack of rationality
Lack of effectiveness
Execution style

9. Improvement
“Where there’s a will, there’s a way”

10. The two companies have been using
manipulation and comparison
advertising in recent television
commercials in order to draw attention
from a competitor’s brand to their own,
which is a negative comparative
advertising. There are obviously better
ways to promote one’s product than to
disparage others.
 Knowing about the history of PepsiCo &
Coca-cola
Knowing about comparative
advertisement
Knowing about TV commercial rules

11. Conclusion
The PepsiCo commercial clearly
overshadows Coca-Cola’s popularity in
children in that commercial, giving it a
connotation by letting the boy walked
away without the coca cola. According
to a Businesshub post, “overshadowing
a brand to increase the market
penetration for one brand is considered
as an unethical process by many.”