Published on February 1st, 2017 | by Editor0
Pepsi is a strong and valuable brand that has evolved over the years. A look at the historic brand policies shows a company that has constantly exploited competitor loopholes. During the segregation days, it capitalized on the lack of African-American representation in the Coca-Cola adverts by launching campaigns that were pro black, thereby making it a popular choice among the African Americans of that period. A lot has changed since then, and so has the branding direction of the company. There have been a number of irregularities in its strategies, but some things have stayed constant:
- The Pepsi brand targets the youthful and energetic generation.
- Brand presence is promoted through music and support for pop culture.
- Strategic sponsoring of popular sporting events.
- The brand is driven by consumer satisfaction, which has led to the production of many other variants of the popular drink.
- More value for less.
Youth And Pop Culture
Having always had to rival with the other famous brands particularly Coca-Cola, Pepsi had to launch campaigns that were perceived as direct attacks on its rival. The campaign known as the ‘Pepsi Challenge’, featured people drinking and comparing the taste of the two products with Pepsi ultimately leading with a little over 60%.
There is significant emphasis on youth and pop culture in driving its brand. Teenagers and preteens are targeted, as they are mostly seen having fun, making Pepsi seem like the preferred drink for the cool kids.
This focus on the younger demographic is also a major reason why the company works with top trending music stars. The Pepsi super bowl half time is very famous for its outstanding stage and performance by A-list music stars. From the Michael Jackson advert, to the popular advert that was premiered during the 2004 Superbowl featuring Pink, Beyoncé, and Britney Spears singing ‘We will rock you’, Pepsi has consistently etched its name in young and early adult hearts as fun.
In the wake of the war against soda because it was considered dangerous to health, Pepsi introduced the Diet Pepsi during the 2011 New York Fashion week. It is a slimmer bottle and is said to contain less sugar. This move significantly helped to promote the brand as one that is concerned about its consumers.
Pepsi also does a lot of promotion through sponsorship of major sporting events in different parts of the world. In North America, it has sponsorship deals for the National Football League, The National Basketball Association, the Major League Baseball, National Hockey Association, and many others.
In many places, Pepsi is cheaper than Coca Cola, making it appear as a greater value for money.
The branding strategy of Pepsi may not have taken shape from the first day, but it has gradually become obvious while driving loyalty. The brand may not have market share that is comparable to its main rival in the west especially, but its growth over the years has been very mpressive